Milk-Bone Birthdays 2022/23

Client: Milk-Bone
Agency: Publicis NY
Vendors: MANvsMACHINE(rip)

When Fur Babies Become the Favorite Family Members: In today’s America, humans are having fewer babies—but they’re loving their pets more than ever. Between 2016 and 2022, dog ownership in U.S. households jumped by over 6%, with nearly half of all homes now shared with at least one four-legged friend. As birth rates decline, pet parenting is on the rise, reshaping how we define family, celebration, and companionship. One trend has barked its way into the spotlight: dog birthdays. From pupcake parties to breed reveal bashes, people are going all out for their dogs—and they’ve been turning to Google for help. For years, the options were limited. But not anymore…

Key Roles; Campaign Identity, 3D Prototypes and Development, 360 Activation Creative Concepting, Packaging & Vendor Oversight.

ECD: Erica Roberts
CD: Kristen Koop & Shaun Bruce.
Senior Designer: Zac Collopy
Designer: Chloe Kang