Client: Elanco
Role: Concept, Story, Art Direction, Key Visual, Pre-Production
Project Info.
A pan-European campaign to promote Elanco’s leading deworming drug. ‘Pet House’ is designed to encourage dog and cat owners to think about their de-worming routine to increase protection of their pets.
As primary research outlined, the root problem for worms infestation was the pet’s tongue and it’s general licking habit.
The tongue was the carrier of the worm eggs, and became central to the core narrative. I developed visual cues around it, starting with exaggerated and skewed perspective drawings to simplify the narratives and the threats.
Scope.
In addition to ads on common platforms and veterinary specialist magazines, various advertising materials for specific veterinary practices such as display ads, waiting room posters and brochures were included in the toolkit of the campaign, which was available simultaneously in Germany, UK, France, Belgium, the Netherlands and Sweden in phase one of the roll out.
Additionally, we developed three short animations, in partnership with an animation studio, for all digital platforms to raise awareness through simple compelling storytelling.
My part was in the development of the storyboards, pre-production and art direction.
This project was awarded with a Cannes Lions in 2018, NY Festivals Global 2018 and ADC Germany 2019.