Spotlighting the relationship between producers and their animals
Mar 25, 2021
Zoetis is an animal health leader known for its extensive portfolio of products for beef and dairy producers. However, this campaign made a distinct turn away from features and attributes to celebrate the ancient, emotional connection between producers and their animals. We tapped a deep audience truth about this symbiotic relationship; as cattle provide for us, we make a promise to provide for them. Our anthem video became the emotional cornerstone for the ‘Born of the Bond’ brand anthem which led to a robust interactive toolkit for the salesforce, a dedicated website, and social that invited people to share their personal “bond” experiences. Of all this campaign’s achievements, coaxing tears from more than one member of our generally stoic audience felt most rewarding.