Advantage Multi® protects dogs and cats from a variety of nasty parasites including heartworms and fleas. Showing those parasites and the damage they can do to beloved pets can potentially make for some horrific imagery. They wanted to do something different by presenting the facts in a visually pleasing way and boldly position Advantage Multi at the forefront of their industry.
With an approach that’s both visually stunning and authoritative, we leveraged the power of layered paper to align with their slogan “the many layers of protection.” By doing so, we created striking visuals that effectively communicate the message without being graphic or off-putting. These parasites won’t make you shield your eyes or look away.
This campaign engaged vets and audiences well beyond the norm with a 430% increased click-through rate. The typical industry interaction benchmark is 1.88%, and this campaign increased interaction more than sixfold, to 11.83%.
This animatic comparison shows how tight our roughed in 2D storyboard animation was to our final paper craft creation. We used a very thorough animatic to gain legal approval before we cut any paper which gave us a clear roadmap of how to proceed. A high level of communication saves money and stress in the long run and all of our artists knew exactly what they needed to create.