— 08.18.17 —

Fight Nasty, Win Big: Award-Winning Calendar Features our Canine Friends

Creative approach to reposition a common ear infection medication for dogs receives the attention of leading design publication, HOW

  • August 18, 2017

Fight Nasty, Win Big: Award-Winning Calendar Features our Canine Friends

Creative approach to reposition a common ear infection medication for dogs receives the attention of leading design publication, HOW

Dogs are man’s best friend. Ear infections in these beloved pets, not so much. When animal health client Bayer approached Sullivan Higdon & Sink with the challenge of giving an old ear infection medication for dogs a face-lift, the concept of “Fight Nasty” was created.

“We wanted to own the space where things truly get nasty for dogs and their owners in terms of ear infections,” said Art Director Ann Alcasabas. “That’s where ‘Fight Nasty’ was born.”

The product, Baytril® Otic, is a medication that has been around for decades, but faces much competition by newer competitors that require fewer doses. What it lacks in ease of delivery, however, it makes up in the powerful punch it delivers to get rid of the nasty bacteria in a way the competition can’t.

As part of a broader campaign to reach veternarians, an important audience, the team created an oversized office calendar styled with inspiration from iconic fight posters. Each month features a different dog and the story of how they would react to an ear infection.

“There was a layer of selling the product’s benefits, of course, but with emotional wit that makes it more engaging,” said Creative Director Jon Kowing. “Everything came together under the application of boxing vernacular to represent an honest, tough, scrappy product.”

Recently the “Fight Nasty” series of boxing posters received the attention of HOW and was one of only 81 designs selected from around the globe. The HOW Promotion & Marketing Design Awards is the only award to specifically recognize best promotional design.

“We’re honored to receive recognition for work we feel exemplifies what we mean by unsheeplike ideas, truly functional and remarkable work,” said Kowing.

View the Baytril® Otic Fight Nasty calendar up close along with other featured work created by Sullivan Higdon & Sink here.

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