The creative brought this concept to life in the form of a powerful story that described the complexity of the vet’s decision-making process – depicted as a maze. The vet encounters a cat in the maze, who leads her down various pathways and decision points (always in the right direction), to an unexpected conclusion where the cat breaks through the wall of the maze into a new world where both cat and pet owner are healthy and enjoying life together – all thanks to the benefits provided by Felpreva.


The advertising depicts the moment the cat breaks through the wall, creating a striking and stand out visual that boldly announces that Felpreva is a breakthrough in parasite protection. Three variations of the launch ads were produced showing the cat breaking through the wall of the maze of complexity (as shown in the campaign video that tells the whole story).

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