Cannes Lions

Fur

ALMAPBBDO, Sao Paulo / BOEHRINGER INGELHEIM / 2023

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Overview

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Overview

Background

All pet owners have one thing in common: pet hair on their clothes. And for them, carrying these pet hairs shows love for their furry ones. Frontline, an animal health medicine, wants to use exceptional communication to reach consumers on a more personal level, indicating that shedding benefits the animal and that hair on clothing is not only natural, but something to be proud of.

Outcome

The campaign pushed for a change in social behavior by supporting pet owners wearing their clothes filled with pet hair. We want people to own their fits with pride by tapping into the glamour of the fashion industry to convey the very feeling all owners have and make them feel beautiful for it. Frontline as a medication was successful in differentiating its communication from the competition by speaking to consumers on a more personal level. They now feel closer to the brand because we offer more than great options for their pet's health, we understand and support the way they live.

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