Establishing a healthy balance in the digestive system of pets is as much a veterinary art as it is a science. From this embryonic thought came the “The Art & Science of Balance”. Knowing that the demonstration of complex nutritional information at a tradeshow must be as visual as possible, the creative team hit upon the idea of using the internationally-acclaimed Pilobolus dance troupe to provide an uncanny, memorable pairing of performance art and pet food. Together with P&G veterinarians, the creative team crafted the message, worked with Pilobolus to choreograph its delivery and an arresting, effective video was produced.

P&G Pet Care won “Exhibit of the Year” at NAVC, their largest industry event. They captivated their target audience to achieve record in-booth interaction time. The American Veterinary Exhibitors’ Association (AVEA) also awarded P&G Pet Care the 2010 Award for Outstanding Leadership. The client remarked, “This is the most successful experience we’ve ever had at Veterinary Conferences. We engaged with 131 more veterinarians than last year, 160 more new clinics purchased our products. Our employees, customers and prospects loved it, and our booth was busy the entire conference. Plus, we effectively doubled our quality leads by 209 over last year!”