To help Boehringer Ingelheim meet their goal in changing the treatment paradigm of influenza A virus in swine (IAV-S) protection from vaccination of the sow to vaccination of the piglet, we established a 2-phase creative approach. This approach was designed to increase awareness and highlight the benefits of Ingelvac Provenza™ in helping producers and veterinarians achieve unrealized pig health and performance.
The disease awareness campaign uses striking imagery and compelling facts to alert swine producers and veterinarians to the threat of IAV-S and its impact on their performance potential, prompting them to take more aggressive action.
The brand launch campaign is a bright contrast to the ominous feel of the disease awareness campaign and signals the birth of a new generation in IAV-S protection to the veterinary audience. This speaks to both the physical new generation of pigs (“the piglet” in which the vaccine is used) as well as the new generation in IAV-S performance potential provided by Ingelvac Provenza.