Mon Ami honours dogs with AI-led campaign

Mon Ami, the Argentine family dog food brand, has released Feliz día del AMI, a Friendship Day campaign developed with DAVID Buenos Aires. The initiative pays tribute to dogs as the most loyal friends, using humor and artificial intelligence to deliver its message.

The campaign features a series of spots in which dogs, depicted with human-like behaviors, send voice messages to their owners. The messages include greetings, jokes, and requests for more time together, mirroring how people communicate with friends. The campaign closes with the line: “Happy day to the only friend who will never send you a message, but who is always there.”

Using AI to tell an emotional story

The idea is based on the observation that on Friendship Day, all friends send a message — except for dogs, who show their presence every day without needing words. By combining humor and tenderness, the campaign highlights this unique bond.

Nicolas Vara and Ignacio Flotta, Chief Creative Officers, DAVID Buenos Aires: "From concept to final production, this campaign was conceived using artificial intelligence tools. We saw it as a great opportunity to explore the new languages and formats that technology allows us, without losing what matters most: telling a good story and connecting emotionally with people."

A campaign built on humor and connection

Antonella Marini, Marketing Director, Mon Ami: "We wanted to do something different, something that would stand out on a date so full of messages. This campaign reflects how we see our dogs: not just as animals, but as true friends. And doing it with AI allowed us to play with formats that until recently were unthinkable."

With Feliz día del AMI, Mon Ami positions itself at the intersection of technology, creativity, and emotional connection, strengthening its relationship with consumers through storytelling that resonates with pet owners.

www.monamipets.com

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