Lungworm is a pesky parasite that – if left untreated – can be fatal for dogs. The brief was to support Bayer HealthCare’s campaign ‘be lungworm aware’ in order to target women aged 18-30 who were unlikely to be familiar with Lungworm. The challenge was to produce an engaging and entertaining creative solution (in the form of an advertorial and prospective digital campaign) with a serious underlying message.
My ideas was Inspired by the popularity of shareable online content, so I took the creative approach of ‘Texts from my dog’. The content is humorous and engaging, and speaks directly to dog owners who can’t resist anything that elevates their best friend to human-like status. Yet there is an underlying serious message. The last text message from the ‘dog’ has impact and elicits an emotional response from any dog lover.