Our friends’ fears
are not a game
When the discomfort caused by external stressful situations takes over, cats and dogs tend to display unusual behaviours by hiding in the most unreachable corners of the house and even avoiding physical contact with their owners.
The empathy that bonds owners to their cats/dogs is very strong.
To the human mind, children and pets are similar: looking at them activates the same brain areas functionally linked to emotion, reward, filial relationship and social interaction.
The campaign’s key-visual and body-copy strongly revolve around the animals and almost anthropomorphize them, in order to appeal to those who experience these situations “within the family” but are not aware of a possible remedy.
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.
vademecum on animal fears
A useful guide to understand and learn how to manage the fears of our four-legged friends, not only with the use of the product but also with practical tips and techniques to adopt in all those situations that make pets feel uncomfortable.