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