F&B Huskies has unveiled its latest campaign ‘Pawscription’ for Allianz Insurance, Ireland’s longest-running pet insurance provider. The adorable series aims to reframe the enormous emotional value that pets hold for their owners and drive home the message that pet insurance doesn't just benefit the pet, it benefits the owner too.
In response to research that showed evidence that pets help ease stress, promote exercise, and even improve cognition in older people, F&B Huskies created a campaign to visually show this powerful connection.
The team created an illustrated print series of pets in CGI. At a glance, the animals appear to be medicine, but on second look, you see that they’re cleverly posed cats and dogs. Crafting every aspect of the pets down to their fur and whiskers and placement of limbs and tails, pets were posed to mimic the shape of pharmaceutical products. As a result, the minimalist composition reflects the clean, pared-back world of pharmaceuticals while allowing the subject, our pets, to remain the focus.
The campaign consists of ads in newspaper health supplements, digital OOH located inside and near pharmacies, as well as 48 and 6 sheets across the country/city.
Commenting on the launch of the campaign, Mark Brennan, Head of Marketing at Allianz, said “Pets are a staple in so many Irish homes. However, 75% of Irish pet owners don’t have pet insurance. We know people care greatly about their pets, yet many people don’t translate this into the huge benefits of protecting them with pet insurance. Our ‘Pawscription’ campaign highlights the connection between our lovable companions’ health and our own in a playful and engaging way.”
Damian Hanley, Creative Director at F&B Huskies, comments: “Pets have proven to have a huge benefit for mental health. So, you don’t want to take away from that by worrying about their health. That’s what pet insurance is for, and that’s what this campaign is about.”
