Old brand, new tricks.
CEVA Joint Guard

Problem 

Osteoarthritis isn’t really something pet owners think about until it’s too late. In reality it’s a common canine ailment that can have a huge impact on their best friend’s quality of life. Even though Joint Guard was an industry leading preventative product, its brand was getting tired and wasn’t keeping up with the vibrancy of new, cashed-up competitors. On a minimal budget, our challenge was to make Joint Guard not only cut through but more importantly stay on shelf as retailer support started to dwindle.

Our Influence

A powerfully memorable message was required to regain relevance and remind dog owners of Joint Guard’s key benefit. We created an iconic hero, ‘Rusty’ the dog made of armor, who needed ‘oiling’ to get his joints working again. We refreshed brand assets, packaging as well as integrated vet and retail communications. Programs were put in place to ensure that Joint Guard was set up to claim and regain substantial market share.

Results

  • Joint Guard has stood its ground to competitors, now experiencing ongoing growth within key retailers and clinics
  • The creative work attained finalist status at the 2013 The Global Awards in the Consumer Animal Product category
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More of our work

Recent Awards

  • GLOBAL EFFIE INDEX 2017

    Australia's Most Effective Independent Agency

    The Effie Index identifies and ranks the most effective agencies, marketers and brands. It is the most comprehensive global ranking of marketing effectiveness.

  • WARC 100 2017

    #1 Digital / Specialist Agency Australia & Asia Pacific

    The WARC 100 is a benchmark for commercial creativity. Proving rankings of the year's best campaigns, agencies and brands.

  • AUSTRALIAN EFFIE AWARDS 2017

    Gold Best Use of Data

    The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness

  • Australian Effie Awards 2017

    Silver Digitally Led Ideas

    The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness

  • AUSTRALIAN EFFIE AWARDS 2017

    Bronze Health & Wellbeing

    The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness

  • Australian Effie Awards 2017

    Bronze Small Budget

    The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness

  • Australian Effie Awards 2017

    Finalist Insight & Strategic Thinking

    The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness

  • Australian Effie Awards 2017

    Finalist Long Term Effects

    The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness

  • Mumbrella Awards 2017

    Media Campaign of the Year Winner

    The Mumbrella Awards celebrate the best, bravest and most innovative creative work across the Australian media and marketing industries.

  • Mumbrella Awards 2017

    Full Service Agency of the Year Finalist

    The Mumbrella Awards celebrate the best, bravest and most innovative creative work across the Australian media and marketing industries.

  • Mumbrella Awards 2017

    Independent Agency of the Year Finalist

    The Mumbrella Awards celebrate the best, bravest and most innovative creative work across the Australian media and marketing industries.

  • Mumbrella Awards 2017

    Mumbrella Award for Insight Finalist

    The Mumbrella Awards celebrate the best, bravest and most innovative creative work across the Australian media and marketing industries.

  • Mumbrella Awards 2017

    Best Use of Real-Time Marketing Finalist

    The Mumbrella Awards celebrate the best, bravest and most innovative creative work across the Australian media and marketing industries.

  • APAC Effies 2017

    Silver Programmatic

    Region’s most outstanding marketing communication works that have proven results in meeting strategic objectives

  • APAC Effies 2017

    Bronze Healthcare

    Region’s most outstanding marketing communication works that have proven results in meeting strategic objectives

  • APAC Effies 2017

    Finalist Seasonal Marketing

    Region’s most outstanding marketing communication works that have proven results in meeting strategic objectives

  • APAC Effies 2017

    Finalist Small Budget

    Region’s most outstanding marketing communication works that have proven results in meeting strategic objectives

  • WARC Media Awards 2016

    Grand Prix Best Use of Data

    Warc's Media Awards recognise comms planning which has made a positive impact on business results

  • WARC Media Awards 2016

    Special Prize Best Use of Data

    Warc's Media Awards recognise comms planning which has made a positive impact on business results

  • WARC Media Awards 2016

    Gold Best Use of Data

    Warc's Media Awards recognise comms planning which has made a positive impact on business results

  • IPA Effectiveness Awards 2016

    Gold (Australia's first ever gold winner) Narellan 'Diving into Data'

    The UK-based IPA is widely recognised as the most rigorous effectiveness awards in the world

  • IPA Effectiveness Awards 2016

    Special Prize: Best Small Budget (an Australian first) Narellan 'Diving into Data'

    The UK-based IPA is widely recognised as the most rigorous effectiveness awards in the world

  • B&T Agency of the Year 2016

    Finalist Independent Agency

    These annual awards are designed to recognise Australia's biggest and brightest advertising stars

  • B&T Agency of the Year 2016

    Winner Direct Response

    These annual awards are designed to recognise Australia's biggest and brightest advertising stars

  • AC&E Awards 2016

    Winner Jon Clark Award

    Luke Brown, AFFINITY CEO

    Most outstanding contribution to the industry

  • Australian Effie Awards 2016

    Gold Use of Data

    The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness

  • Australian Effie Awards 2016

    Silver Travel, Leisure and Media

    The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness

  • Australian Effie Awards 2016

    Silver Digitally Led Ideas

    The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness

  • Australian Effie Awards 2016

    Silver Insight & Strategic Thinking

    The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness

  • Australian Effie Awards 2016

    Bronze Return on Investment

    The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness

  • Australian Effie Awards 2016

    Finalist Other Consumer Goods

    Narellan 'Diving into Data'

    The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness.

  • AdNews Agency of the Year 2016

    Finalist Independent Agency of the Year

    Australia's leading advertising agency awards program, recognising agency performance and outstanding work

  • AC&E Awards 2016

    Winner E-commerce: Website & Marketing

    Love To Dream

    Rewarding exceptional creativity and problem solving

  • AC&E Awards 2016

    Finalist Technology – UX (User experience)

    Love To Dream

    Rewarding exceptional creativity and problem solving

  • AC&E Awards 2016

    Finalist Channel – Digital: Website & Microsites

    Love To Dream

    Rewarding exceptional creativity and problem solving

  • Campaign Asia Agency Of The Year 2016

    Bronze Independent Agency of the Year

    Inspired leadership, management excellence and overall achievements in Asia-Pac's ad industries

  • Campaign Asia Agency Of The Year 2016

    Bronze Specialist Agency of the Year

    Inspired Leadership, management excellence and overall achievements in Asia-Pac's ad industries

  • Cannes Lions 2016

    Finalist Creative Data

    Narellan 'Diving into Data'

    The Creative Data Lions celebrate creativity enabled by data. This includes work that demonstrates an application or interpretation of data that is integral to an idea or its execution.

  • Mumbrella Awards 2016

    Winner Media Campaign of the Year

    Narellan 'Diving into Data'

    The Mumbrella Awards celebrate the best, bravest and most innovative creative work across the Australian media and marketing industries.

  • AMES 2016

    Gold Data & Analytics

    Narellan 'Diving into Data'

    Asia Pacific’s foremost awards honouring agencies for marketing strategies that deliver solid results to transform businesses and brands.

  • AMES 2016

    Gold Effectiveness

    Narellan 'Diving into Data'

    Asia Pacific’s foremost awards honouring agencies for marketing strategies that deliver solid results to transform businesses and brands.

  • AMES 2016

    Silver Media Strategy

    Narellan 'Diving into Data'

    Asia Pacific’s foremost awards honouring agencies for marketing strategies that deliver solid results to transform businesses and brands.

  • AMI Awards 2016

    Winner Consumer Research Insights

    Presented to organisations and marketers who have achieved extraordinary success from innovative and effective marketing practices.

  • AMI Awards 2016

    Winner Regionals Consumer Acquisition Marketing

    Presented to organisations and marketers who have achieved extraordinary success from innovative and effective marketing practices.

  • AMI Awards 2016

    Winner Regionals Marketing Data & Business Analytics

    Narellan 'Diving into Data'

    Presented to organisations and marketers who have achieved extraordinary success from innovative and effective marketing practices.

  • AMI Awards 2016

    Finalist Marketing Communications: B2C and B2B

    Narellan 'Diving into Data'

    Presented to organisations and marketers who have achieved extraordinary success from innovative and effective marketing practices.

  • W3 Awards 2016

    Silver General Websites - Shopping

    Love To Dream

    The W3 Awards honours creative excellence on the web, and recognises the creative and marketing professionals behind award winning sites, videos and marketing programs.

  • MSIX Awards 2016

    Finalist Clever Data

    Prospan

    The MSIX Awards set the gold standard for marketing sciences work in Australia.

  • AIMIA AMY's 2016

    Winner Best Digital Advertising or Communication

    Mundipharma – 'Suffering in Silence'

    Celebrating Digital Brilliance

  • Media Federation Awards 2015

    Winner Best Use of Data

    Narellan Pools

    The most prestigious awards in the Australian media advertising industry

  • AIMIA AMY’S 2016

    Finalist Best Website or Online Service

    Love to Dream – 'Sleep is Back'

    Celebrating Digital Brilliance

  • AdNews Agency of the Year 2015

    Finalist CX Agency of the Year Australia's leading advertising agency awards program, recognising agency performance and outstanding work
  • AdNews Agency of the Year 2015

    Highly Commended Best Use of Data

    Australia's leading advertising agency awards program, recognising agency performance and outstanding work

  • Webby Awards 2016

    Honouree Websites - Family/Parenting

    Love To Dream

    The Webby Awards is the leading international award honouring excellence on the Internet.

  • B&T Agency of the Year 2015

    Finalist DM Agency of the Year

    These annual awards are designed to recognise Australia's biggest and brightest advertising stars

  • Campaign Asia Agency of the Year 2015

    Winner - Bronze Independent Agency of the Year

    Inspired leadership, management excellence, and overall achievements in Asia-Pac’s ad industries

  • ADMA AC&E Awards 2015

    Highly Commended Best Media Campaign

    Narellan Pools

    Rewarding exceptional creativity and problem solving

  • Campaign Asia Agency of the Year 2015

    Winner - Bronze Digital Agency of the Year

    Inspired leadership, management excellence, and overall achievements in Asia-Pac’s ad industries

  • COMMUNICATOR AWARDS 2016

    Gold Award of Excellence Websites - Family/Parenting

    Love To Dream 'Sleep is Back'

    Recognising big ideas in marketing and communications.

  • COMMUNICATOR AWARDS 2016

    Gold Award of Excellence Print Advertising - Advertising Campaign

    Prozym 'Kissably Clean'

    Recognising big ideas in marketing and communications.

  • COMMUNICATOR AWARDS 2016

    Gold Award of Excellence Print Advertising - Photography

    Prozym 'Kissably Clean'

    Recognising big ideas in marketing and communications.

  • COMMUNICATOR AWARDS 2016

    Silver Award of Distinction Commercials - Food/Beverage

    Birch & Waite - 'Fresh is Best'

    Recognising big ideas in marketing and communications.

  • COMMUNICATOR AWARDS 2016

    2016 Silver Award of Distinction Branded Content - Business to Consumer

    Birch & Waite - 'Fresh is Best'

    Recognising big ideas in marketing and communications.

  • COMMUNICATOR AWARDS 2016

    Silver Award of Distinction Print Advertising - Magazine Ad

    Prozym 'Kissably Clean'

    Recognising big ideas in marketing and communications.

  • Telly Awards 2016

    Bronze Online Video - Commercial

    Birch & Waite 'Passion for Fresh'

    The Telly Awards is the premier award honoring the finest film and video productions, groundbreaking web commercials, videos and films, and outstanding local, regional, and cable TV commercials and programs.

  • Davey Awards 2015

    Silver Integrated Campaign - Business to Consumer

    Prozym 'Kissably Clean'

    Finest creative work from independent agencies worldwide

  • Davey Awards 2015

    Silver Print Campaign - Business to Consumer

    Prozym 'Kissably Clean'

    Finest creative work from independent agencies worldwide

  • W3 Awards 2015

    Silver Marketing Effectiveness

    Mundipharma

    The W³ Awards honours creative excellence on the web, and recognizes the creative and marketing professionals behind award winning sites, videos and marketing programs.

  • W3 Awards 2015

    Silver Rich Media

    Mundipharma

    The W³ Awards honours creative excellence on the web, and recognizes the creative and marketing professionals behind award winning sites, videos and marketing programs.

  • Davey Awards 2015

    Gold Integrated Campaign - Promotional/Branding

    Prozym 'Kissably Clean'

    Finest creative work from independent agencies worldwide

  • W3 Awards 2015

    Silver Display Advertising

    Mundipharma

    The W³ Awards honours creative excellence on the web, and recognizes the creative and marketing professionals behind award winning sites, videos and marketing programs.

  • Global Awards

    Finalist Art and Technique - Photography

    Prozym 'Kissably Clean'

    The world's most coveted healthcare & wellness advertising awards

  • Global Awards

    Finalist Art and Technique - Humour

    Prozym 'Kissably Clean'

    The world's most coveted healthcare & wellness advertising awards

  • Spikes Asia Awards 2015

    Finalist Health & Wellness: Animal Health

    Ceva Animal Health Australia

    The region’s most prestigious awards for creative communications

  • Prime Awards 2015

    Finalist Digital Excellence

    Mundipharma

    Recognising excellence in Australian Pharma & Life Sciences

  • Prime Awards 2015

    Winners Best Single Advertisement

    Mundipharma

    Recognising excellence in Australian Pharma & Life Sciences

  • Prime Awards 2015

    Finalist Innovation

    Mundipharma

    Recognising excellence in Australian Pharma & Life Sciences

  • ADMA AC&E Awards 2015

    Finalist Data Strategy

    Narellan Pools

    Rewarding exceptional creativity and problem solving

  • ADMA AC&E Awards 2015

    Finalist Data Analytics & Planning

    Narellan Pools

    Rewarding exceptional creativity and problem solving

  • MSiX Awards 2015

    Winner Clever Data

    Narellan Pools

    The MSiX Awards set the gold standard for marketing sciences work in Australia.

  • Webby Awards 2014

    Official Honoree Social: Public Service & Activism

    Salvos Give a Lunch

    One of the world's biggest digital award shows

  • Davey Awards 2013

    Silver Online advertising B2C

    Salvos Red Shield Appeal

    Finest creative work from independent agencies worldwide

  • Davey Awards 2013

    Silver Marketing effectiveness

    Zoely MSD 2013

    Finest creative work from independent agencies worldwide

  • ADMA Awards 2013

    Bronze Creative Excellence Social Media

    Salvos Give a Lunch

    Most effective, creative data-driven campaigns

  • Davey Awards 2013

    Silver Integrated Campaign

    Salvos Give a Lunch

    Most effective, creative data-driven campaigns

  • Davey Awards 2013

    Silver Display advertising B2C

    Zoely MSD 2012

    Finest creative work from independent agencies worldwide

  • AIMIA Awards 2013

    Finalist Best Use of Social Media

    Salvos Give a Lunch

    Australia's most prestigious digital award show

  • Global Awards 2013

    Finalist Consumer Animal Product

    Joint Guard CEVA

    Largest international healthcare award show

  • Global Awards 2012

    Finalist 2012 Consumer Online

    Zoely DTC MSD

    Largest international healthcare award show

  • Prime Awards 2012

    Winner Digital Excellence

    Zoely GP MSD

    Recognising excellence in Australian Pharma & Life Sciences

  • Prime Awards 2013

    Finalist Digital Excellence

    Zoely GP MSD

    Recognising excellence in Australian Pharma & Life Sciences

  • Webby Awards 2012

    Official Honoree Digital Campaign

    Zoely DTC MSD

    One of the world's biggest digital award shows

  • YouTube Charity Award 2012

    Video of the Month Salvos Give a Lunch

    Outstanding quality of charity creative worldwide