BORN OF THE BOND
Zoetis is an animal health leader known for its extensive portfolio of products for beef and dairy producers. As a premier provider, the Zoetis U.S. Cattle business needed to expand beyond competing on product attributes alone to build deeper more meaningful connections with its audience.
We stopped talking about products and celebrated 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.
Role: Creative Director / Art Director
Agency: Bader Rutter
CD/Copy: Steve Silver
CCO: Ned Brown
Together with my copy partner Steve Silver, we've been part of the team who won the pitch.
He wrote this powerful and emotional Manifesto.