TONY PAWLI
HEMICELL Print ad Sometimes simple is harder than it looks. The Hemicell product launch needed to distill complex science down to a memorable message that was quick and easy to understand, but still provided relevant information for a literal-minded audience who demands accurate explanations. No small feat. Copywriter by my side, I dug into the complex web of food animal nutrition, broke down the science into easily digestible bits, and developed the "happy soybean" branding. The messaging was well received, establishing product recognition and effectively communicating to food animal producers and nutritionists that their soybean meal had an unseen drawback, and Hemicell had the solution. The ad was the first step in a launch campaign that extended into collateral, web advertising, promotions and video.
 © 202 Tony Pawli