Take Your Cat To The Vet
Approximately one third of households across the United States own at least one cat, but many of these cats aren’t receiving the medical attention they need. Research from Royal Canin found that 53 percent of cat owners who haven’t taken their cat to the vet in the last 12 months said they just “didn’t think it was necessary.” Because of this and to further their pet first mission, Royal Canin built a campaign around bringing awareness to how important it is to take your cat to the vet.
Creative Direction • Design • Production • Brand Identity
When creating the look and feel for Take Your Cat To The Vet (TYCTTV) we started by collecting assets and creating graphics that could be owned by the brand. Once that exercise was complete we started on the logo which needed to easily convey three things; cats, vets and the love that owners have for their pets. To solve this we created a logo where the cat is front and center, framed by a heart shaped stethoscope. We realized, when choosing the pose for the cat, we wanted it to look friendly and as though it was interacting with the stethoscope. This is where we landed after working through many options (shown above in white). Once the logo was created we moved on to the collateral that could be used within vets offices, both print and digital.
Joining the brand in urging more attention to preventive veterinary care for cats are 50+ celebrity and veterinary advoCATs, Banfield Pet Hospital, Chewy, PetSmart, the American Association of Feline Practitioners, CATalyst Council, the International Cat Association, the Cat Fanciers' Association, Million Cat Project and more. With all of the support around the event, the hashtag #Cat2Vet was used over 5,000+ times across multiple social platforms gaining 100,000+ engagement. The campaign was also featured by a plethora of news and media outlets such as The Today Show and Cheddar.com. The TYCTTV campaign is an annual event.