ZOETIS CATTLE
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.
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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.
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Role: Creative Director / Art Director
Agency: Bader Rutter
Additional credits:
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.
