An ugly turn
A photograph of a cat or dog that crumples in the joints-area immediately conveys the problems caused by this invalidating health condition.
The human brain considers pets as part of the family: this is why the empathy that ties the owners to their cats/dogs is very strong.
The visual stratagem of the creased paper immediately catches the attention, and – despite being strong and impactful, doesn’t turn the message into something unpleasant and manages to divert the attention onto the problem.
Not only a strong creative idea, but also a strategy for a tailor-made integrated communication project.
The project involved a sinergy of points of sale, veterinary studies and a structured system of in-store materials, with the aim not only to increase visibility but most of all to inform consumers about problems and solutions with great care.