On Friendship Day, David Buenos Aires and dog food brand, Mon Ami, celebrated the most unconditional friend of all – the one friend who never texts.
The campaign, Feliz día del AMI, is a series of short spots in which dogs with human characteristics send voice messages to their human friends, greeting them, making jokes, and even asking for more time together. All using the everyday, emotional language humans use to communicate with friends. To achieve this, the entire campaign was produced by DAVID Buenos Aires using AI.
The observation that inspired the campaign is that all friends say “gift” with a message on Friendship Day — except one. The one who doesn’t need to write to you because they are always there. The one who greets you with the same joy every single day. The idea honour the unique form of friendship that dogs give humans, highlighting it through humour and tenderness.
Nicolás Vara and Ignacio Flotta, CCOs of DAVID Buenos Aires, explained, “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.”
Mon Ami marketing director, Antonella Marini, Marketing Director, added, “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.”
Credits:
Client: Marini & Cia [Mon Ami]
Client Team: Antonella Marini, Luisa Goldaracena, Rosario Arce, Julieta Hayon
Creative Agency: DAVID Buenos Aires
Global CCO & Partner: Pancho Cassis
CCOs: Nicolas Vara, Ignacio Flotta
Regional MD: Emanuel Abeijón
Head of Account: Justina Lioy Lupis
Group Account Director: María Giaimo
Account Executive: Sofia Rivarola
Head of Strategy: Rafael Cortés
Senior Strategist: Kevin Rehbein
Head of Production: Jimena Oliva
Producer: Nataly Rodriguez
Global PR & Communications Director: Sandra Azedo
Production Company: DAVID Buenos Aires
