Continuing its run of success that started with NAMA in early January, Signal Theory came away with hardware for multiple animal health clients at the 2020 Vetty Awards — including one of the most coveted honors.
Sponsored by the North American Veterinary Community, the Vetty Awards recognize the dedication and creativity of animal health marketing teams and agencies across the country. This year, Signal Theory was recognized for its work for Merck Animal Health, Bayer Animal Health and W.F. Young. Headlining the evening, Merck Animal Health’s “Merck Animal Health Works” campaign won gold, as well as the Large Animal Award — one of the show’s top recognitions.
“Showing well at the Vettys is always good, but showing well with three different clients is great,” says John January, Signal Theory co-CEO. “It’s terrific to see our animal health clients getting the credit their efforts deserve. Helping them deliver on their marketing goals with this important audience is why we’re here.”
Here’s a look at the winning work:
Merck Animal Health Works
At the onset of this project, research told us that cattle producers don’t always know which company is behind the products they choose to keep their herds healthy. We seized the opportunity to differentiate by launching an integrated brand campaign featuring print, digital and broadcast to show producers just why Merck Animal Health Works.
This campaign took home Gold Medal honors, as well as the coveted Large Animal Award.
Cattle Friendly Vaccines
Oftentimes, a good vaccine is about what you don’t see. Another win for Merck Animal Health, the Cattle Friendly Vaccines print ad was awarded a Silver Medal in the Large Animal Print Ad category.
This Bayer Animal Health product offers dogs and cats layered protection from a variety of nasty parasites. Our team chose a unique papercraft look to reflect that idea and tell the whole story — a story that racked up two Silver Medals in the Integrated Campaign and Client Education Video categories.
How do you sell a spray used to kill bugs? You bring them back to life (sort of). Using lighthearted illustrations drawn over dead insects, the UltraShield® campaign stars bloodsucking flies, ticks, mosquitoes and more. It also earned a Bronze Certificate in the Magazine Advertisement, Consumer Campaign category.