My Dog was perceived as a brand for women with small fluffy dogs. To sell more My Dog we needed to change that. So we asked all Australian dog owners to share what was special about their relationship with their dog - with a chance for said dog to star not just in our ads, but on posters on their own turf. Over 400 dogs starred in 100 locations around Australia. The top ten dogs (of all shapes and sizes) ended up on special edition, big-dog-sized tins which remain in production to this day.