Chewy


Live Client | Social-First Campaign
Chewy covers all the bases when it comes to pet care. From food and meds, to toys, treats and accessories, and finally through pet support and vet guidance – all offered live, around the clock.

Funny enough, they’re so good at what they do, they fulfill nearly every level of Maslow’s Hierarchy of Needs. All of them, except the top. 

When pet parents choose Chewy, their furry family members are finally able to focus on what really matters: self actualization.


When all their needs are met, what’s next?


See the brief here

Pet parenting has changed


It’s no longer about regular walks and the occasional treat. Wellness trends have officially made their way into the pet space, changing the way parents think about their pet’s enrichment over just keeping them alive.

While studying modern pet parenting and reflecting on our own experiences, we relized that people want their pets to thrive just as much as their own kids.

The approach to care, education and enrichment was the same across the board.

People want the best for who they love the most.

We found that Chewy’s pet parenting ecosystem lined up perfectly with another guide for parenting:

Maslow’s Hierarchy of Needs.

Maslow’s Hierarchy of Needs





You can’t own the pyramid unless you own the top


No one in the pet category covers the bases as well as Chewy. From food, all the way to training guides and 24/7 vet guidance, they check all the boxes from their most basic physiological needs to fulfilling their highest esteem.

But something was still missing. 

In order to own the pyramid, Chewy needed to address the missing piece at the top: Self Actualization. 

The pet category is too focused on making life convenient for the owner. No one thinks to ask what pets would do if they could chase their own dreams.


Chewy is the lifestyle brand for pets


In order to sell this idea, we needed to see what a world of pet self-actualization really looks like.

A world inspired by one question:


When all their needs are met, what’s next?








The Team: Anna Monnett (Designer) | Caleb Driesman (Copywriter) | Gabe Glassmann (Producer) | Malcolm Rose (Designer) | Max Dotson (Art Director)

Pets, Fulfill Your Destiny










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