Elanco needed a full campaign to roll out across veterinary clinics Canada-wide — something that could speak to everyone walking through the door, from kids sitting in the waiting room to adults looking for information about their pet’s health. The through-line was Max, a dog mascot I developed to be the face and voice of the campaign — friendly, approachable, and fun without being too childish.

The campaign covered a lot of ground across multiple formats. Window clings were designed double-sided — the outward facing side featured Max alongside the main headline to draw people in, while the indoor side carried more detailed product information. Floor stickers and social media posts worked together to share facts about the different types of parasites pets can get, keeping the tone light and informative. A one-minute looping video ad, designed to play on screens inside the clinics, tied it all together — featuring the same parasite facts in an animated format, keeping patients entertained and informed while they waited. For the youngest visitors, a kids’ activity book gave them something to do in the waiting room, packed with coloring pages, word scrambles, spot the difference, and more.

What made this campaign satisfying was how cohesive it all felt — every touchpoint, from the window to the waiting room screen, was part of the same world.