When parasites attack your pets from multiple angles, you need protection that works on multiple levels. That's the story Signal Theory needed to tell for Elanco's Advantage Multi® - a product that protects dogs and cats from heartworm, fleas, and intestinal parasites. But how do you communicate multiple benefits without overwhelming busy pet owners?

The effectiveness of this campaign lies in its visual metaphor. Rather than bombarding veterinarians and pet owners with a laundry list of parasites (yuck), we created a distinctive papercraft aesthetic that embodies the concept of "layered protection." The dimensional quality of the visuals actually reinforces the product's core benefit.