Meet the menaces
Client: Boehringer Ingelheim Animal Health – Global
Product: VAXXITEK ® HVT+IBD
Boehringer Ingelheim wanted to refresh its existing VAXXITEK® HVT+IBD campaign to better engage vets and poultry producers while incorporating new technical data relating to emerging novel variant strains of infectious bursal disease virus (IBDV). Our highly memorable campaign brought these evolving disease challenges to life, repositioning VAXXITEK® as a modern, future-ready solution, as well as an established vaccine.
THINK
Rather than moving away from the established positioning of VAXXITEK® as the original HVT+IBD vector vaccine, we looked at how to make it work harder in a changing disease landscape. The strategic idea was simple: the threats may be evolving, but VAXXITEK® HVT+IBD continues to stand ready to meet them. The campaign was designed to connect scientific credibility, brand trust and future readiness in a way that resonated with both vets and poultry producers.
CREATE
We turned the abstract threat of emerging IBD strains into something audiences could immediately see, understand and recall, bringing them to life as a cast of distinctive 3D ‘menaces’. These characters gave a complex scientific story a memorable personality, representing the evolving challenges facing poultry producers while creating a strong visual contrast with the confidence and protection associated with VAXXITEK®.
The concept was designed to work beyond a single campaign execution, creating a flexible visual system that could travel across advertising and marketing tools. The result was a modern, confident visual identity that made the science easier to engage with, while keeping VAXXITEK® firmly at the centre of the story.
INFLUENCE
The refreshed campaign repositioned VAXXITEK® as a future-ready solution rather than simply an established vaccine. By combining updated scientific evidence with a distinctive creative platform, the campaign strengthened confidence in the ability of VAXXITEK® HVT+IBD to protect flocks against current and emerging IBD challenges. It also provided global markets with a flexible suite of assets that could be adapted locally while maintaining consistent messaging and branding.
“Working with Layered felt like a true partnership. Their collaborative approach helped us evolve our brand storytelling in a way that feels both fresh and authentic, balancing creativity with the strong scientific foundation that defines who we are and what our customers trust. Together, we launched a highly successful global campaign that generated strong engagement across markets, reinforced our brand positioning, and delivered a creative platform that continues to create value and interest worldwide.”
Fernanda Montes Saavedra, Head of TEK Franchise, Boehringer Ingelheim Animal Health
