"It's All About Me" + "Stay Original" Ad Campaign
2011 Ad Campaign for T-Kennel.
2011 Ad Campaign for T-Kennel.
Company Information: T-Kennel is a leading manufacturer of Modular Kennel Systems for Humane Societies, Veterinary Clinics and other animal care facilities.
Project Details: This was the first advertising campaign I was assigned to create after starting with the parent company, Schroer Manufacturing. As the graphic designer on this project I was responsible for working with our Marketing Manager to make sure our campaign aligned with the strategies we had planned for the 2011 year.
Campaign #1 - "It's All About Me": The idea behind the first round of the 2011 campaign was to show that at T-Kennel, it was all about the animal. Each ad featured a photo of an animal in one of the Modular Kennel Systems and featured the headline "It's All About Me".
Campaign #2 - "Stay Original": Round two of the 2011 campaign came as a response to competitor's messages. The idea around the "Stay Original" headline was to tell the consumer that we knew what we were doing, because we had originated the Modular Kennel System.
Campaign Mediums: Ads were featured in various veterinary and animal care industry magazines such as Animal Sheltering, Grooming Business & Pet Business. Online ads were also used with this campaign and were featured on industry sites and email newsletters for same magazine publications.
Terminology: Modular Kennel System - Previous kennel systems were unsanitary, chain link, concrete and made for bad living conditions for the animals who lived in them. With the introduction of the Modular Kennel System, it became all about enhancing animal life through the use of better materials, sanitary designs and a more aesthetic appeal.
Project Details: This was the first advertising campaign I was assigned to create after starting with the parent company, Schroer Manufacturing. As the graphic designer on this project I was responsible for working with our Marketing Manager to make sure our campaign aligned with the strategies we had planned for the 2011 year.
Campaign #1 - "It's All About Me": The idea behind the first round of the 2011 campaign was to show that at T-Kennel, it was all about the animal. Each ad featured a photo of an animal in one of the Modular Kennel Systems and featured the headline "It's All About Me".
Campaign #2 - "Stay Original": Round two of the 2011 campaign came as a response to competitor's messages. The idea around the "Stay Original" headline was to tell the consumer that we knew what we were doing, because we had originated the Modular Kennel System.
Campaign Mediums: Ads were featured in various veterinary and animal care industry magazines such as Animal Sheltering, Grooming Business & Pet Business. Online ads were also used with this campaign and were featured on industry sites and email newsletters for same magazine publications.
Terminology: Modular Kennel System - Previous kennel systems were unsanitary, chain link, concrete and made for bad living conditions for the animals who lived in them. With the introduction of the Modular Kennel System, it became all about enhancing animal life through the use of better materials, sanitary designs and a more aesthetic appeal.
