The call against pet cancer
Services
Art Direction
Client
Hill's Pet Nutrition EMEA
Location
Prague, Czech Republic
Year
2023
Credits
Agency: VML Prague
Creative Director: Julia Dovlatova
Art Director: Alexandros Chouliaras, Olga Ricart Torreño
Logo & Visual Identity: Stefan Bunganic
Copywriter: Melissa Carsson
Info
Hill's needed to build awareness around pet cancer, motivate pet parents to book regular health check-ups and drive donations to pet cancer foundations.
INSIGHT & STRATEGY
When everything seems fine, it's easy to skip the vet. The hardest part is convincing yourself that prevention starts when your pet is still healthy.
Creative Idea
We launched a social media campaign with influencers where pets themselves took centre stage, using a filter that put the phone in their paws, letting them "make the call" to the vet. Pet parents shared their bookings, tagged others and kept the chain going. Every post triggered a donation from Hill's to pet cancer foundations, turning a simple check-up into a collective act of care.
