Elanco is the animal health division of Lilly pharmaceuticals. They came to the dog lovers at Callahan with their biggest new product, a life-changing osteoarthritis relief medication for dogs called Galliprant.

Since dog owners hate to see their best friends in pain, we strategically focused on the solution—their dog’s pain-free happiness. Callahan found the aha for both of these in the lyrics of a classic James Brown song. We captured the lively joy of a pain-free dog in a music video that got tails wagging and toes tapping.

We orchestrated a colorful, musical, national launch of “Get On Up with Galliprant™” on digital pre-roll, targeted social media, online display and collateral.

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“We needed a bold, break-through campaign for Galliprant. The concept Callahan created is truly one-of-a-kind.”

Cathy Martin
Sr. Director US Marketing, Elanco