Issue: It’s a bummer when your dog is in pain and can’t do the things he used to.

Our aha: Nothing could celebrate the joy of having your dog be his active self again quite like a music video.

Result: Raising dog lovers’ spirits, and demand for the product.

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.

“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
Division of Eli Lilly