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.
Featured in: Adweek’s 10 Brands Officially Got Gen Z’s Attention In 2025
🏆 2026 Effies Finalist
Real Results 🐶
2.1 million earned impressions
+44%
unaided brand awareness
+20% boost
in ad recall
+4.9% sales over previous year
+280% gain in brand salience
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
