You can lead a horse to water...

And you can lead horse owners to do just about anything. Get them vaccinated for instance. This was a really cool space to work in. Now I wish I was a lot closer to my cousins who own horses. Here are a few great campaigns in the Equine space. FYI: It's pronounced "E"-quine. For some reason, they don't like the soft "e."

VETERA (Equine Flu Vaccine): "Everything a Horse Deserves" Campaign

This owner brochure drove equine flu vaccination by showing owners that whether they owned valuable race horses or beloved pets, every horse deserved to be protected. It was so well received that they made it the heart of their POA meeting as you can see in this rah rah video, which we made in house.

VETERA (Vaccine Portfolio): "Choices" Campaign

This portfolio campaign just needed to remind equine veterinarians of the different "flavors" to choose from in the VETERA Vaccines line.

"What would life be like without choices? Not as sweet."—eat that Baskin Robbins.

Prascend (Equine Cushing's Disease): "Reveal the Real Horse" Campaign

PPID (or Equine's Cushing's disease) is recognizable because of shaggy overgrown "fur." We're not just talking about the mane, it's all over. The horse suffers symptoms akin to early aging. It's lethargy at the very least, often leading to serious complications. Owners who don't want to put their horse "out to pasture," needed to recognize the signs and treat while they still could. This campaign metaphorically showed how the real horse is hiding beneath the symptoms of PPID (mainly that shaggy fur). But rather than just show the problem we went for the kooky patterned wallpaper to catch reader's attention.

VETERA Internal Motivational Video

And I had to put it on here, because this is definitely one of the strangest things that I ever had to do in my career—but it gave me a greater respect for Westerns and helped me bond with my father-in-law. Basically, it's a long metaphorical video using clips from old Westerns to motivate equine sales reps to keep working hard, being gritty, and getting it done. I had to find the clips, write a story that threaded them together, and sit with an artist who was playing editor in-house. This is the time.. that I got it done (despite being a suburbanite who'd only really watched Tombstone before).

Oh and there's one more equine campaign that I really liked and decided to give it's own page. Click here to Meet ERAV.

Each of these campaigns is the intellectual property of Circa Healthcare and Boehringer Ingelheim.