SEASONAL INTEGRATED CAMPAIGN
Summer Safety
Summer is prime time for pet adventure, and accident claims. Our goal was to help Canadian pet parents stay safe while having fun, with an emotionally resonant campaign that made pet insurance feel less like paperwork and more like peace of mind.
The Summer Safety campaign drove quote starts and built brand love through playful, pet-first creative and delivered a standout seasonal moment that was as heartwarming as it was strategic.
Role:
Marketing Design
Art Direction
Concept Development
Design
insight
58% of pet parents bring their pets along for summer travel. That’s a big opportunity to meet them where they already are, on the move, outside, and fully devoted to their animals.
approach
We reframed insurance as a sidekick, not a chore. By tapping into the joy of summer and the real risks that come with it, we positioned Pets Plus Us as both playful and practical, a brand that gets it.
result
A campaign that celebrated pet joy, built emotional trust, and reminded pet parents that planning for the unexpected doesn’t have to kill the vibe.
Rewriting the Travel Narrative
To cut through the insurance category fatigue, we invented a fictional government agency called the PPU Pet Tourism Bureau of Canada (PPTBC). This flipped the usual travel story, putting pets in charge as the planners, decision-makers, and storytellers of summer vacations.
Our playful copy brought to life whimsical destinations like:
“The Great Stick Forests of Banff,” boasting 2.5 million artisanal fetch sticks
“The World’s Tallest Water Fountain” at Niagara Falls
“The Gourmet Floor Food Capital of Old Montreal,” featuring fallen poutine and croissant crumbs
We created “paw-thenticated” travel guides that highlighted Canada’s best pet-friendly spots, making the campaign feel fun, fresh, and uniquely pet-centered.
Creative Constraints, Clever Solutions
Pets Plus Us’ bold, saturated palette provided a strong foundation, but the limited visual system risked making the campaign feel flat or repetitive. Drawing inspiration from vintage national park posters, a custom illustration style was developed using simplified, live-traced landscapes and minimal color. This approach expanded the brand’s visual language while maintaining cohesion and playfulness, resulting in a summer campaign that felt both fresh and unmistakably on brand for Pets Plus Us.
