Hill’s pet food
PRESS I DIGITAL I retail I DM
the BRIEF
To launch Hill’s Science Plan’s new product ‘Sterilised Cat’ in 10 different European languages I needed to communicate a simple visual and easily translatable concept to owners to show their cats needs change after being neutered. This feminine feline concept worked well in translation across press ads, sample packs, retail pieces, on microsite and emails and to vets for influencer marketing.
the insight & IDEA
Sterilised cats may look the same but aren’t. The mirror concept draws attention to the fact that neutered cats don’t appear to look different after being sterilised, but their needs have changed. I deliberately set the shot in a beautiful home with a pretty dressing table and stunning feminine feline looking at their reflection to create stand-out.
Agency: GHMC
Copy: Damian Harrison
Photography: Steve Hoskins
Model: Scarlett (Maine Coon - very cute!)
Additional project: Science Plan Snacks collectable tins