Anthropomorphizing ERAV

Look that word up. It's one of my favorites. Actually don't bother. It means to give something human qualities.

This campaign was for a type of equine virus called ERAV. Most horse owners don't even know about it or confuse it with other common viruses. We created an ERAV character and had him introduce himself. Basically, the whole ad is in the character's voice.

"You've heard of my cousin foot and mouth disease...Yeah, I might look like flu and rhino, but I'm a threat of my own. The mares say I take their breath away... Actually, I have that effect on all sorts of horses."

We created the character based on the realistic medical drawing of this virus and gave him life-like poses. He's supposed to look a bit alien though.

And yes, we really did this die-cut pull-tab for extra gross-out factor.

This campaign was the intellectual property of Circa Healthcare and Boehringer Ingelheim.