Title | BUNNY/HORSE/POODLE |
Brand | MOUNT PLEASANT ANIMAL HOSPITAL |
Product / Service | PET ACUPUNCTURE |
Category | A03. Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards |
Entrant | McCANN HEALTHCARE SINGAPORE, SINGAPORE |
Entrant Company: | McCANN HEALTHCARE SINGAPORE, SINGAPORE |
Design/Advertising Agency: | McCANN HEALTHCARE SINGAPORE, SINGAPORE |
Credits |
Name | Company | Position |
---|---|---|
Sean Riley | McCann Healthcare | Creative Director/Writer |
Chong Won Wee | McCann Healthcare | Art Director |
Procolor | Retouching |
Challenge 1. Singapore government restrictions do not allow veterinarians to advertise procedures, so in-clinic flyers were the only medium allowed to communicate our message. Challenge 2. Pet owners see their pet not as an animal but as a family member. And while the Chinese community is very open to the idea of acupuncture for pets, other races have a deep-seated fear of needles and serious concerns about a process that seems as if it must surely cause more pain than it cures. Objective 1. Generate interest in the procedure Objective 2. Allay the fears of the expat community
Raise awareness of a beneficial but scary and largely unknown service - acupuncture for pets.
It was important to show pet owners that we understood just how precious and fragile their beloved pets are. How better to do this than by using as our key visuals the most fragile animals of all – balloon animals. Pierced by a series of impressively long needles, the fact that the balloons have not popped is a testament not only to our skill and expertise in acupuncture but also to our high regard for every animal's welfare.
The flyers have successfully put a friendly face on a previously frightening subject. The result? Much greater inquiry into a daunting procedure and an increase of 15% in new patients for pet acupuncture