Boehringer-Ingelheim

Can a campaign for animal pharmaceuticals be creative? We thought so, and this one was a huge success. The client loved it, and so did the target audience. The
ads zero in on the strong emotional bonds horse owners, trainers and vets have
with their animals. The company has developed a unique treatment for equine osteoarthritis, a debilitating condition that can severely hamper horses’ long-term mobility and performance in sporting events. “These legs can...” became the unifying theme line to convey the hope and possibility that the new treatment
offers horses and the people who love them. 

​

Here's a sample of the intro copy:

There's new hope that if your horse has osteoarthritis, you'll still be able to experience the exhilaration of uninhibited motion together. Introducing Arti-Cell® FORTE, the first licensed veterinary stem cell product-a clinical breakthrough that promotes the healing of cartilage and reduces swelling, inflammation and pain.