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 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.

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

Additional credits: Steve Silver - CD / Copy  | Ned Brown - CCO

Together with my copy partner Steve Silver, we were part of the team that pitched and won this project.

He brilliantly wrote this strong Manifesto.

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