Idea

Our objective was to help owners understand the risks of lungworm and feel compelled to ask their vet about it. The creative we used to achieve this took a unique approach to the traditional one of showing a dog. Instead, we showed the owner and the effect that lungworm has on them. But we added a visual twist, that grabbed attention, and made the owner aware of the hidden danger lurking in their area.

Impact

Our innovative OOH strategy was regionally relevant, describing the lungworm risk in the owner’s particular area of the country – providing an incentive for owners to consider a lungworm preventative. The campaign included 96 sheet billboards, digital outdoor displays, London tube cards, Facebook and Instagram assets, a dedicated landing page on Elanco’s mypetandI.com website, as well as in-practice materials such as wall displays, posters, leaflets etc.