Pets are family. That’s how most owners see them — and that’s great, except when people start to feed animals in ways that aren’t good for them. Wrong treats, too much food or food of the wrong kind — in trying to show our love, we can do real harm.

 

UK Pet Food wanted to demystify pet nutrition for pet owners and vets with a new initiative.

 

We partnered on creative strategy and messaging, including the tagline “Love them madly. Feed them wisely.” (I’d like to thank Jim Morrison).

 

I also teamed up with the brilliant designer and illustrator Wayne Pick to create a series of short animations that bring the messaging to life with charm and clarity.

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Illustration: Wayne Pick

Strategy: craig+bridget