At a time that is trying for many, Allianz Insurance reminds people of the power of pets to ease stress, promote exercise, and in older people even improve cognition in a campaign by F&B Huskies (formerly In the Company of Huskies) for Pawscription pet insurance for Allianz Insurance.

The visually evocative series aims to reframe the enormous emotional value that pets hold for their owners and drive home the message that pet insurance doesn’t just benefit the pet, it benefits the owner too. 

The agency created an illustrated print series of pets in CGI. At a glance, the animals appear to be medicine, but on second look, you see that they’re cleverly posed cats and dogs. Crafting every aspect of the pets down to their fur and whiskers and placement of limbs and tails, pets were posed to mimic the shape of pharmaceutical products. The minimalist composition reflects the clean, pared-back world of pharmaceuticals while allowing the pets to remain the focus.

The UK campaign consists of ads in newspaper health supplements, digital OOH located inside and near pharmacies, as well as 48 and 6 sheets across the UK.

Mark Brennan, head of marketing at Allianz, commented, “Pets are a staple in so many Irish homes. However, 75% of Irish pet owners don’t have pet insurance. We know people care greatly about their pets, yet many people don’t translate this into the huge benefits of protecting them with pet insurance. Our ‘Pawscription’ campaign highlights the connection between our lovable companions’ health and our own in a playful and engaging way.” 

Damian Hanley, creative director at F&B Huskies, added, “Pets have proven to have a huge benefit for mental health. So, you don’t want to take away from that by worrying about their health. That’s what pet insurance is for, and that’s what this campaign is about.”