How do you turn a vaccine into a story veterinarians can’t ignore? By creating a VR gaming experience that brings its functionality to life in a way that’s interactive, unexpected, and just plain fun. The “Pet Threat” campaign was an 8-bit-inspired journey that combined cutting-edge technology with nostalgic design, reimagining how we engage audiences at events like the Veterinary Meeting & Expo (VMX).
The concept was simple: let veterinarians step into the action by embodying the active defenders of pet health in a first-person shooter game. Players entered a retro, 8-bit world where they hunted down pathogens like leptospirosis and Lyme-causing ticks, mirroring how the vaccine combats these threats. This VR experience paired sleek execution with a playful twist, emphasizing how the vaccine works while keeping the audience engaged.
Building on the success of the VR game, we took the concept mobile, developing an app that extended the campaign's life well beyond the expo. By making the experience accessible to a wider audience, we kept the conversation going, proving that even a niche subject like veterinary medicine can be a playground for bold, tech-forward creativity.
“Pet Threat” was a breakout success at VMX, drawing significant attention for its innovative use of technology and unique approach to storytelling. The move to mobile only amplified its reach, showing that great ideas don’t just deliver on the day—they keep the momentum alive. The campaign highlighted how Elanco is as committed to innovation in communication as it is to advancing pet health.
CD: Lee Hanson
CW: Andy Graca
Producer: Gina Latterell
