Because you’re only human.
Hill’s was known as the clinical "science food” – respected, but not relatable. So they challenged us to build a deeper bond with pet people, based on a real emotion other brands avoid: Guilt. The result? A new brand platform. “Because You’re Only Human” turned the spotlight from pets to people — showing them we see them, faults, flaws and all. And with our science-backed nutrition, they can give more love than humanly possible.
Creative Director Marie Goodwin
Associate Creative Director, Art Elisa Martin
Associate Creative Director, Copy Lauren Blood
Director Nick Davies, Sweetshop
Photographers Allie & Jesse
Production Partners Big Sky & Barking Owl
Real Results 🐶
2.1 million earned impressions
+118% search lift
+7 points over the benchmark for brand likability
+13 points over for brand recognition
9% boost in best in class consideration
20% boost in ad recall
2% increase in global brand awareness in first 6 months
©2025 Elisa Martin