ZOETIS — Max Wilkins

Vets are increasingly being cut out by owners who believe they know what’s best for their pet. Many parasite brands are switching from prescription to OTC, which may be more convenient but means that pet owners are more accountable for their pet’s wellbeing. This leads to animal health suffering in the long run - for instance, less than 14% of cats met the deworming criteria for risk group D.

The best parasiticide care requires partnership between vets and owners, because when it comes to the health of a pet, only a vet has the expertise to truly determine whether certain behaviours are signs of a health issue.

The campaign focuses on potential signs of parasites, using imagery and language that has a charming tone yet still drives the message about the importance of vets in pet health.