Prescription Diet Cancer Care:
Jacob & Victor Storybook
As hard as cancer is to experience, it can be even harder to talk about. So we started thinking — what if we could give vets a tool to help families process the emotions of this difficult next journey in a healthy, hopeful way? To accomplish this, we developed a children’s book concept about a little boy, his best (dog) friend Victor, and all their final “first” adventures together — each one fed by a magical kibble. Browse the gallery below to read all about it.
(Note: while we never could get the clients to crack open the pages of this story, wanted to show it as a reflection of some deeper thinking)
Copywriter: Kevin Wright
Special Delivery
When you’re going through a hard time, some of the most memorable acts of kindness are the ones you least expect. So, following a pet’s cancer diagnosis, Hill’s will ship a special box to show that we’re with them in the fight, with items like the storybook, themed pet toys/accessories, and a sample of Prescription Diet ONC Care (nestled in Jacob’s magic satchel, for safe keeping, of course).
A story that’s bigger than a book
The storybook was an amazing piece of emotional storytelling to tackle a difficult concept. But we also developed it to slot in perfectly alongside our existing campaign, with new adventures lifted straight from the pages of the book to tell our product message as well.
Closure
While everyone will provide the best love and care they can, it is ultimately true that most pet cancer stories end in sadness. But this most difficult final chapter is when pet parents need the most support from the team who cared for their pet. So we developed an updated rainbow bridge card in the voice of our storybook that vets — and Hill’s — could use to help grieving pet parents begin to find closure.
