Pets are a staple in most Irish homes. However, 75% of Irish pet owners don’t have pet insurance. Over half of them state this is due to the cost of insurance. Allianz Insurance knew these people care about their pets (for example, 72% of Irish pet owners post on social media about their pets more than their human family). Yet, these feelings weren’t translating into wanting to protect them.

Allianz Pet Insurance needed to reframe the enormous emotional value that pets hold to them in a way that made them think twice about neglecting to insure them. To do this, we needed to show what their pets meant to them in a different way.

We created an illustrated print series in CGI that made people do a double-take. At a glance, the animals appear to be medicine, but on second look, you see that they’re cleverly posed cats and dogs.

Through careful placement of limbs and tails, we modelled poses for the pets to fit the shape and symmetry of the pharmaceutical products they are mimicking.

We then painstakingly crafted every aspect of the pets down to their fur and whiskers.

The minimalist composition and background reflect the clean, pared-back world of pharmaceuticals while allowing the subject, our pets, to remain the focus. To avoid the visuals appearing cold or clinical, we brought softness, warmth and a sense of calm to them through texture and colour.