The Big Itch
When a dog can't stop scratching, it doesn't suffer alone. Its human suffers with it, helpless, exhausted, watching a beloved animal consumed by something invisible. We made the itch visible. Massive, physical, impossible to ignore — a force that had taken over the dog's world and its owner's along with it. And then we showed Apoquel shutting it down. Fast. I led creative direction on a campaign that gave allergic itch a scale that matched how it actually feels to live with it. The idea was simple: when the problem is that big, the solution has to be that clear. The Big Itch earned a Vetty Award and helped Apoquel cut through in one of veterinary medicine's most competitive categories. More importantly, it gave dogs back their days. Zoetis | Apoquel
Zoetis | Apoquel
