campaign: animal welfare
look to you
/ cattle wellness campaign directed towards producers
The goal for this campaign was to create a concept that showed the connection between producers and their cattle and in doing so promote ethical animal treatment. The client, Boehringer Ingelheim, a global pharmaceutical company, wanted to create an ad that told the story of why medication for pain relief in cattle is important without centring the medication, but instead the animal experience.
We created a design that places the viewer in the gaze of the cow, looking towards the audience, the producer for care and direction. At the same time, in the cows eye we see the reflection of a producer with their child. The child is looking at the parent for care and guidance. In this way the text refers both to how cows rely on producers for all their needs as well as how children rely on their parents to teach them how to behave in the future. This speaks to not only cattle welfare in the present but advocates for it to become standard practice for future generations.
crafting the look
For the main title of the campaign we wanted the text to feel warm and rustic, like something you would find engraved into a belt buckle or burned into barn board. It needed to not only feel like it belongs on a farm but that it would be on an heirloom, a worn family item passed down through generations - representing the knowledge and practices passed down from producers to their children.
Project information
Project done for: Boehringer Ingelheim
Year: 2019
Team: adHOME creative
Skills used: layout / typography / photoshop / ideation / conceptual design / web / print