Background
In 2018, Elanco launched a life-changing osteoarthritis relief medication for dogs called Galliprant® (grapiprant tablets). Galliprant is a first-of-its-kind, targeted NSAID that treats canine osteoarthritis pain and inflammation. Safe to use daily, Galliprant delivers osteoarthritis pain relief in a convenient, flavored chewable tablet.
Challenge
Because Galliprant is a first-of-its-kind medication, it needed a unique hook to break out of the clutter of pet pharma marketing, specifically broadcast.
Solution
We strategically focused on the solution—pain-free happiness for dogs. We captured that joy in a music video set to the words and beat of a classic James Brown song, "Get On Up." The national launch of “Get On Up with Galliprant” played across channels in digital pre-roll, targeted social media, online display and collateral. The website took a beat from the TV spot and injected a lively, informative vibe into the conversation with consumers.
Art direction & design // Chris Ralston Writer // Kevin Faddis
Account direction // Jackie Harmon and Brandi Frye Internal producer // Jon Hardesty
Account direction // Jackie Harmon and Brandi Frye Internal producer // Jon Hardesty
Video direction and editing // CapGun Collective Video editing // Joy Moeller, 19 Below
Still photography // Kiko Ricote
Still photography // Kiko Ricote
