Elanco, a division of Eli Lilly & Company, is one of the largest animal health companies in the world. They came to Callahan Creek to develop a campaign for their product, Trifexis, that would communicate their shared love for dogs and protecting them year ‘round.
STRATEGY
How do you protect your dog from things you can't even see? This was the problem to solve, one that we took into the brainstorming process to uncover exactly how the relationship between person and dog changed as life stages changed. We discovered that regardless of age or stage of life, people wouldn't trade the relationships they have with their dogs for the world. We developed and pitched a campaign built around this core, human truth.
CREATIVE
The “Wouldn’t Trade It For The World” campaign included national TV, print, online, social, and in-clinic components, each highlighting the real relationship moments that dog parents share with their dogs. The TV spot was curated from real dog parents and showcased the truth of dog parenthood.
MY ROLE
I lead the creative direction, pitch, brainstorming and treatments, creative strategy, and some copywriting (pitch, TV, social).
For: Callahan Creek