DOI Creative Samples

USDA APHIS African Swine Fever

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In 2021, USDA’s Animal and Plant Health Inspection Service (APHIS) confirmed an African Swine Fever (ASF) in pigs in the Dominican Republic and Haiti. Although not a threat to humans, ASF would devastate the US economy and livestock industries if it were detected in the country. APHIS needed a compelling and captivating message to encourage international travelers not to pack pork.

Sage presented a concept that explored a light-hearted approach and vibrant colors to grab the attention of busy travelers passing through one airport terminal to the next. The creative played off the common phrase, “When pigs fly,” with a message that simply stated, “Pigs don’t fly…let’s keep it that way.” The creative narrative centered around a pig setting off detectors while going through airport security. While Sage recognized the magnitude of this message, we were also mindful of the potential element of fear. Our concept highlighted the important call to action, while creating a fun opportunity to reach and educate travelers of all ages.

Sage designed the creative for a variety of digital and out-of-home ads targeting travelers in major airports such as Chicago O’Hare and New York JFK.

Animated Banner Ads

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Out-of-Home Ads

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