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


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.”

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