Campaign Focuses on the Emotional Connection Between Humans and Their Horses


By The Minneapolis Egotist / /

Any horse owner or enthusiast understands the deep love and strong emotional connection that humans feel toward horses. It inspires incredible care for an animal that gives so much in return. Zoetis, the world’s leading animal health company, made this connection the focal point of an ambitious new creative campaign platform launching this month.

Called Long Live the Horse, the centerpiece of the campaign is a beautiful and emotive film showing the bond and mutual respect between various caretakers and their horses that leaves the viewer wondering, “Who’s caring for who?” Additional elements include a comprehensive new brand design system, a refreshed veterinarian-facing website, a new horse owner website, a national media campaign, retail collateral, and social media, tradeshow and environmental graphics. Many of which you can view here.

This brand evolution and campaign are part of Zoetis’ recent category-first shift in its marketing strategy. One that is purpose-driven, uniquely emotional and creatively celebrates special moments of connection. Most companies of the $122 billion equine industry take rational, scientific and product-led approaches to marketing. Zoetis is creatively celebrating special moments of connection that show the reciprocity of care and tell the broader brand story of its fast-growing portfolio of horse health products to both veterinary and horse owner audiences.

Client – Zoetis Equine

Agency – Colle McVoy and 10 Thousand Design

Production Company – Rakish
Director – Benjamin Sonntag
Executive Producer – Preston Garrett

Executive Producer – Brad Johns

Director of Photography – Matthias Koenigwieser

Line Producer – John Malina
Editing Company – Cut+Run
Editor – Stacy Peterson
Producer – Eytan Gutman

Music Company – SOUTH
Executive Producer – Ann Haugen

Creative Directors – Dan Pritikin & Matt Drenik
Composers – Johanna Cranitch & Jon Darling
Producer – Ignacio Zas

Photographer – Andy Anderson


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