BUNNY/HORSE/POODLE

TitleBUNNY/HORSE/POODLE
BrandMOUNT PLEASANT ANIMAL HOSPITAL
Product / ServicePET ACUPUNCTURE
CategoryA03. Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
EntrantMcCANN HEALTHCARE SINGAPORE, SINGAPORE
Entrant Company:McCANN HEALTHCARE SINGAPORE, SINGAPORE
Design/Advertising Agency:McCANN HEALTHCARE SINGAPORE, SINGAPORE

Credits

Credits

Name Company Position
Sean Riley McCann Healthcare Creative Director/Writer
Chong Won Wee McCann Healthcare Art Director
Procolor Retouching

Brief Explanation

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

The Brief

Raise awareness of a beneficial but scary and largely unknown service - acupuncture for pets.

How the final design was conceived

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.

Indication of how successful the outcome was in the market

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