Boehringer Ingelhiem

2022

Minneapolis

Having won the business from Boehringer Ingelheim with the Cattle First campaign, we successfully ran their creative for four consecutive years. In 2022, it was time for an evolution of the brand. The objective for this campaign was to bring their platform to life with a nod to the resilience of the cattle industry – made visible through the fortitude shown as the world navigated a global pandemic, and the Cattle community continued to put Cattle First.

Open magazine on a white surface, showing a black-and-white portrait of a woman on the right page and a cow's face on the left page.
An open magazine the pages showing a person walking outside on a snowy day, with text about cattle farming and a company logo in the top left corner.
Three digital advertisements for Boehringer Ingelheim animal health featuring black and white photographs of cattle and a farmer. The first ad shows a close-up of a cow's face with the text "Cattle First. Because no other words work as hard." The second displays a man's face with a cowboy hat, with the text "Cattle First. Two words, infinite possibilities." The third features a side profile of a cow, with the text "Sometimes, there's only one thing to say. Cattle First." All ads include product logos and brand names at the bottom.
Two vertical banners for Boehringer Ingelheim's Cattle First campaign. The left banner features a close-up of a person wearing a headlamp, looking into the distance, with white text on a dark background emphasizing care and actions for cattle. The right banner shows a person on horseback herding cattle, with text about reserving words for a certain way of living, emphasizing the phrase "Cattle First".

The team

Senior Art Director Alex Bausch
Senior Copywriter Catherine Retica
Creative Director Greg Dutton
Photographer | Videographer Geoff Johnson
Video Editor Nick Gumm