To shine an unmissable light on the issue of overweight dogs, IAMS™ pet food partnered with a real-life overweight dog named Waylon to put his story on a huge stage this holiday season. The brand, via agency Adam&eveDDB, created a larger-than-life dog balloon – modeled after Waylon – that got "stuck" between two buildings en route to the Chicago Thanksgiving Parade. Not actually an official entry in the parade, the two-story-tall balloon represents the many dogs across the country who are carrying extra weight. One real dog’s wellness journey – and his turn as a larger-than-life city spectacle – brings attention to a pressing pet health issue. Over 59% of American dogs are overweight or obese and most dog parents don't even realize it.
