Beginning this week, Ruffwear Performance Gear for Dogs is launching a new national brand campaign, marking the first major initiative from Milwaukee-based Hanson Dodge since becoming Ruffwear’s creative agency partner earlier this year.
As outdoor activities with canine companions become increasingly popular, there’s a growing demand for high-quality outdoor gear for dogs, akin to the gear their owners use. Ruffwear’s new “Quality Gear for Quality Time” campaign aims to reach a wider audience and foster a deeper connection with the brand. The campaign encourages dog owners to “Go be with your dog” and emphasizes the joy of exploring the outdoors together.
The multimedia campaign features video, display, search, and social media elements, with messages like “Who says your camping buddy needs to be human.” Ads showcase a range of Ruffwear performance gear, such as the Flagline™ Dog Harness + Leash and the Hi & Light Dog Harness + Leash. Watch below:
REELated:
Robin Skillings, Ruffwear’s Chief Marketing Officer, emphasized the brand’s legacy and mission: “Ruffwear is the original outdoor performance dog gear brand. It has, and will continue to be, our core focus and the primary way we inspire dog and human connections outdoors.”
The campaign also includes headline-driven print:
The campaign will be visible across North America on Connected TV, Meta, Google Paid Search, high-impact display, and through partnerships with WeRateDogs and Gear Junkie.
CREDITS
BRAND: Ruffwear
AGENCY: Hanson Dodge
- Executive Creative Director: Chris Buhrman
- Associate Creative Director: Mike Betette
- Art Director: Maddy Magulis
- Art Director: Jillian Turbessi
- VP, Client Leadership: David Pollard
- Account Director: Sara Theis
- Sr. Account Executive: Molly Venturini
- Executive Media Director: Jeremy Whitt
- Integrated Media Strategist: Melissa Masters
- Integrated Media Planner: Auburn Geller
- Chief Strategy Officer: Mike Stefaniak
- Production Manager: Michael Joyce
- Outdoor Videographer and Photographer: Samer Ghani
- Indoor Videographer: Robb Fischer
- Product Photographer: Brad Rochford
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