K9 Advantix II: Tick Adoption Centre

City dog owners thought ticks were just a woodland problem—until we proved otherwise. With data showing urban tick infestations rising, K9 Advantix II needed to shake up perceptions. So, we flipped the pet adoption craze on its head: What if your dog unknowingly adopted a tick? Enter the world’s first Tick Adoption Centre, a pop-up in Toronto’s busiest dog park featuring real, locally-sourced ticks. The playful horror worked—brand searches jumped +48 points, 67,000 hours of tick protection flew off shelves, and digital sales outpaced industry benchmarks by 66%. Turns out, no one wants a tick in their "furever" home.

Why I liked this project: Pet pharma isn't the most glamorous category, which made this a unique challenge to bring a relatable human insight to drive demand for it.