We were tasked with creating an ad for our client Ark Naturals that would run in two different trade publications called Pet Business and Pet Age. They wanted us to promote one of their revolutionary new products for pets -- Joint Rescue Energy / Mobility / Recovery+. This formula has a powerful natural ingredient (astaxanthin) that dramatically enhanced a dog’s movement and vitality. Since Ark had a limited amount of print ads running during the year, they encouraged us to come up with something really different that would stand out in this publication and make a strong impression on retailers and key decisionmakers.

In order to get people’s attention and play up how this product increased a dog’s mobility, we came up with a memorable image of a dog with cheetah hips. We chose to use a Dalmatian breed since we could blend its spots with the cheetahs and create a more seamless image. This “wildly distinctive” image also tied in nicely since the trade publications that we were running in had a zoo theme for that particular month.

The Ark Naturals’ marketing team thought the image really showcased the benefits of this new product in fun and attention-getting way. This clean, concise visually-driven ad really stood out in these trade publications and has led to dramatically increased awareness of the product as well as driving inquiries from retailers about carrying it in their stores.