BLUEPHORIA

Our creative strategy for the 2023 Blue Buffalo treats campaign centered on the idea of reciprocity — any dog treat can deliver joy, but the healthy ingredients in BLUE treats ensure that there’s something in it for the Pet Parent, too. After much impassioned debate, my concept for this campaign, “The Treating Is Mutual,” was ultimately edged out by “Bluephoria.” While I can’t take credit for this spectacular portmanteau, I was instrumental in bringing the idea to life across channels, developing the tagline “Treat well with BLUE, and you’ll feel it too.” and the executions that follow.