Ticks are a menace for pets and can cause severe health problems for our beloved pets. But they can cause havoc with humans and are the cause of Lyme disease. According to recent UK statistics, reports of the disease are increasing rapidly, with 8,000 cases expected this year alone.
Big and Bold
We worked with Zoetis UK to develop a hard-hitting campaign to educate vet practices and raise awareness among pet owners of the diseases ticks carry. Zoetis products Simparica and Stronghold Plus collectively have the most comprehensive tick claims in the market, so we had license to be bold and confident in our creative strategy.
Getting people talking
Creating arresting illustrations of four ticks, giving them villainous personas and combining them with a backdrop reminiscent of old sci-fi films, helped reinforce their invasive nature. But, more importantly, it ensured a campaign that got staff and pet owners talking in veterinary practices up and down the country.
A serious message
Of course the unexpected creative also ensured TW delivered the important message about the real threat presented by ticks and made sure these critters were taken seriously by professionals and pet owners alike.
Bringing drama to the waiting room
The menacing creative coupled with the tagline “The Invasion Beneath the Fur” was completely different to any campaign Zoetis had run before. We even created an eerie, animated video which played in vet practices that would make the hairs on the back of your neck stand on end!
The stuff of nightmares
TW rolled out the concept and design to a vast amount of marketing materials – 23 to be precise. We love working on campaigns from strategy through to design and this project was particularly enjoyed by our creative team, some of whom still claim to have nightmares about ticks!
“The team was incredibly impressed with the content…”
Scott Wheway, Parasitics Product Manager, Zoetis UK