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.
Services: Art Direction, Concept Development, Marketing Design, Illustration
Brand: Pets Plus Us
insight
58% of pet parents bring their pets along for summer travel. The campaign tapped into this moment to meet them outside, on the move, and devoted to their pets.
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
This campaign celebrated the joy pets bring, built lasting trust with pet parents, and reminded them that a little planning for the unexpected can keep the good times rolling.
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
The bold, saturated palette provided a strong foundation, but it also posed the main challenge with capturing an outdoorsy feel without straying from the brand. Drawing from vintage national park posters, a custom illustration style was created with simplified, live-traced landscapes and a pared-down color palette. This expanded the visual system, added depth and variety, and gave the summer campaign a fresh, playful energy while remaining unmistakably Pets Plus Us.
