HiT in Action

What happens when AI is asked to solve a creative challenge?

We put it to the test.

SAME CHALLENGE. DIFFERENT THINKING

THE CHALLENGE

MASTITIS IS COMPLEX.

Multiple pathogens.
Different causes.
Different approaches.

THE JOB

Make broad pathogen coverage
feel simple, meaningful and memorable.

Veterinarians

Evidence-driven.
Scientifically literate.
No bullshit.

THE AUDIENCE

THE AI APPROACH

WHAT DOES AI SEE?

We gave different AI tools all the context and information we had, and asked them to come up with creative ideas and visual explorations.

Campaign concept collage showing a Holstein cow, machine milking a cow, and a sunlit pasture filled with grazing dairy cows
Text graphic reading “KEEP HER IN THE FLOW. Vaccinate against mastitis. Protect the cow. Protect the flow.”
Mastitis vaccine advertisement featuring a Holstein cow in a sunlit pasture with Spanish text about reducing mastitis, improving udder health, maintaining milk quality, and increasing productivity.
Mastitis vaccine advertisement featuring a Holstein cow with Spanish text about healthier cows, increased milk production, and profitability.
Mastitis vaccine advertisement featuring a Holstein cow in a pasture at sunset, promoting healthier cows, increased milk production, and profitability.
Text slide reading “Don’t let mastitis interrupt her,” promoting an emotional approach to preventing mastitis from taking a day away.

COW

Text slide promoting cow protection and farm productivity through vaccination against mastitis.
Mastitis vaccine advertisement showing a veterinarian vaccinating a Holstein cow in a dairy barn, with herd health protection messaging.

PROTECTION

Veterinarian holding a vaccine beside dairy cows in a pasture, promoting Mastitis Guard herd vaccination.
Text slide reading “3. Healthy udder. Healthy herd.” with the message “Very direct and veterinary. Prevention starts where production begins.”
Black-and-white dairy cow wearing a bright yellow udder protector in a pasture, with text promoting healthy udders and mastitis prevention.

HERD

Bovine mastitis vaccine ad showing a Holstein cow’s udder protected by a shield and colorful pathogen illustrations.
Slide text: “Every drop counts. A strong, simple platform around milk quality, production and prevention. Protect the cow behind every drop.”
Cow wearing a transparent protective milking device in a pasture, with text promoting mastitis prevention and healthier cows.

PRODUCTION

Text slide describing a provocative visual concept: a cow walking through a continuous white production-flow line, with mastitis disrupting the line.
Mastitis Vaccine Campaign banner showing a veterinarian vaccinating a dairy cow in a pasture, with a herd, farm, and messages about healthier cows and improved milk quality.

MILK

Holstein cow receiving a vaccination in a dairy facility with mastitis prevention campaign text

FUTURE

The result?

Tons of sameness

What did we see or rethink that AI couldn't?

More content.
More messages.
More visuals.

No difference

Mastitis vaccine advertisement featuring a Holstein cow in a pasture at sunset, promoting healthier cows, increased milk production, and profitability.
Mastitis vaccine advertisement featuring a Holstein cow in a pasture, promoting healthier cows, increased milk production, and profitability.

Give me alternatives

More focused on protection

Black-and-white dairy cow wearing a yellow udder protector in a pasture, with text promoting a mastitis-prevention vaccine.
Mastitis vaccine advertisement featuring a Holstein cow in a pasture at sunset, promoting healthier cows, increased milk production, and profitability.
Black-and-white dairy cow wearing a clear udder protection device in a pasture, with text promoting mastitis prevention and healthier cows.
Bovine mastitis vaccine advertisement showing a Holstein cow with colorful pathogen illustrations and a glowing shield over its udder

More disruptive

In a world overloaded with choice,
attention goes to what feels different, clever and genuinely human.

Because if you don’t stand out, you risk being overlooked.

So we stopped asking AI for more

We started
thinking.

THE HiT

An image can say exactly what it shows.
Or it can make you think.

Symbolism

Metaphor

Visual wit

Person putting on blue disposable nitrile gloves

Protection

Prevention

Hygiene

Close-up of a dairy cow’s udder and teats
Gloved healthcare professional drawing liquid from a vial into a syringe

Solution

Health

Good ideas don’t just communicate.
They make you see things differently.

THE OUTCOME

Pink balloon shaped like a round octopus with tentacles and a tied top against a pink background

Were Human Thinking made the difference

PROTECTION

PREVENTION

CARE

It looks like a healthy udder.

THE POWER
IN YOUR HAND.

Veterinarians have the knowledge and expertise to make the right choices for animal health. This vaccine gives them an effective tool they can use to help prevent mastitis.

The idea of “The power in your hand” turns the vaccine into a tangible symbol of control: the veterinarian has the right protection literally at their fingertips, empowering them to take an active role in prevention.

Mastitis vaccine promotional poster featuring a pink cow udder and text about broad-spectrum coverage, blanket vaccination, and two doses per year.

Challenge solved
in one breath

White latex glove lying on a blue surface

We take a glove a simple, universal symbol of hygiene, care and protection.

White hand-shaped balloon against a light blue background

We blow it up.

Pink balloon animal with a tied top and dangling balloon legs on a pastel pink background

Turn it soft pink.
Flip it upside down.

Campaing ready for launch

Mastitis vaccine brochure featuring a pink cow udder graphic, tablet vaccination schedule, and Spanish dairy cattle health information
Hand holding a magazine page over an open magazine featuring a pink abstract figure, photos, and editorial text
Mastitis vaccine banner featuring a pink cow udder illustration and text promoting comprehensive mastitis control coverage.
Open Spanish-language brochure promoting a mastitis vaccine for dairy cows, featuring a pink udder illustration, vaccination details, and economic results.

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