A veterinary advertising campaign has won first prize at the IPA International Photography Awards for best product advertising – a first for the industry.

Seresto

The aim of Bayer Animal Health’s “Substance over style” campaign was to challenge image perceptions around Seresto – a flea and tick prevention treatment – and remind veterinary professionals the product lasts for up to eight months – a first in parasite control, according to the company.

High-end iconography

Photographer Chris Frazer-Smith was commissioned to capture the series of “Lasting longer, going further” images, which mirrored the high-end iconography used in glossy magazines and positioned Seresto as a “must-have” fashion accessory.

Bayer’s parasiticide portfolio marketing manager Caroline Braidwood said: “We are delighted with the campaign, which has already won several veterinary marketing awards, and the fact Chris’ photography has won such an internationally acclaimed award really is the icing on the cake.”

Biggest deal

A series of three main images were published in veterinary publications, including false front covers that resembled past campaigns for Vogue.

Mr Frazer-Smith said: “The IPA International Photography Awards are the biggest deal within the photography industry, and it’s a huge honour to win first prize and take the great work the Bayer team has been doing to promote Seresto to an international audience.”

View your activity >

Leave a Reply

Be the First to Comment!

Notify of
avatar

wpDiscuz

related content

Paralympic icon and world record holder Danny Crates is to host the annual Veterinary Marketing Association awards event at the Lancaster Hotel, London in March.

3 mins

An increase in the number of insured clients can have a big impact on practice profitability. Alan Robinson from Vet Dynamics explains how to make it happen and raise your bottom line.

22 mins

The RCVS standards committee is to review the college’s guidance on homeopathy and other alternative and complementary veterinary medicines and therapies.

4 mins

The Veterinary Marketing Association is asking anyone involved in marketing in the animal health industry to complete a short survey for the chance to win a £200 Amazon voucher.

2 mins

As a practice manager, life can be a blur: a multitude of meetings, admin and customer conundrums. It can be difficult to juggle the daily challenges, let alone consider them from a different viewpoint. Yet, doing so could pay dividends, says Holly Kernot.

7 mins

The European Medicines Agency has recommended all veterinary medicines containing zinc oxide should be withdrawn, but the pig industry is to be consulted before a final decision.

4 mins