HiT in Action
REAL CASE STUDY
What happens when AI is asked to solve a creative challenge?
We put it to the test.
THE JOB
THE AUDIENCE
THE CHALLENGE
MASTITIS IS COMPLEX.
Multiple pathogens.
Different causes.
Different approaches.
Make broad pathogen coverage
feel simple, meaningful and memorable.
Veterinarians
Evidence-driven.
Scientifically literate.
No bullshit.
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.
COW
PROTECTION
HERD
PRODUCTION
MILK
FUTURE
The result?
Tons of sameness
What did we see or rethink that AI couldn't?
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.
More content.
More messages.
More visuals.
More sameness.
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.
Good ideas don’t just communicate.
They make you see things differently.
Prevention
Protection
Symbolism
Metaphor
Visual wit
Solution
Health
Hygiene
And suddenly, protection looks like an udder.
HERO CLAIM
THE POWER IN YOUR HAND.
As a veterinarian, you have the knowledge to make the right choice and the right protection at your fingertips.
The vaccine puts an effective tool directly in your hands, making prevention something you can actively control.
THE OUTCOME
Were Human Thinking made the difference
THE OUTCOME
What we created
We take a glove a simple, universal symbol of hygiene, care and protection.
We blow it up.
Turn it soft pink.
Flip it upside down.
And suddenly, protection looks like an udder.
Choose the right protection.
Take control.
The power to prevent mastitis is in your hands.
HERO CLAIM
THE POWER IN YOUR HAND.
As a veterinarian, you have the knowledge to make the right choice and the right protection at your fingertips.
The vaccine puts an effective tool directly in your hands, making prevention something you can actively control.