THE SCIENCE OF HEALTHY & HAPPY
VetriScience
While this category was still gaining awareness, and while our competitor was owning “compassion” with a pretty hefty budget. Do we try to compete in that space? Or is health and dependability actually more effective. In the scary world of health concerns (pet or human), we needed to instill confidence, and build credibility. In a world of consumers who are researchers, especially when it comes to family members we needed to build credibility AND TRUST.
To increase brand awareness, we saw potential in taking the history and the FOUNDATION of the brand, what we have been built on, and embrace it. Share the connection of that foundation while still connecting to the heart and passion behind it.
It was time to embrace “science”
Time to talk about the connection of having a healthy pet leads to a happy pet and a happier life for both of you.
Integrated Brand Campaign
Digital / Social / Print
Concept Lead
Creative Direction
Photoshoot Art Direction
Visual Approach
So if we are going to be bold with our message, we HAVE to be bold with design. I led a team of art directors, animators and video editors to pull together this bold visual concept.
Working with my media team we came up with the strategy to LEAD with Brand based creative, then retarget with product specific creative. To differentiate these creative units while still having a cohesive look and feel, to help elevate the brand and connect to the consumer, we came up with the concept of photographing these pets in abstract minimalistic staged sets. All white, representing the setting of 3 major rooms in the home. Living room, kitchen and bedroom. And for one specific product we had a vision of a stairway.
We then overlayed the background with a bright and bold color to represent the brand or product category.
Overlaying with some scientific graphics and connecting to product and brand benefits with simple icons.
