Excenel: First Campaign

This was CARG: Christian Arichabala and Rikki Gotthelf’s first-ever creative campaign together in 2015. We were tasked with ensuring that farm producers understood traces of antibiotic residue in food animals would put them at risk for a violation, which can ruin their reputation, jeopardize their business, and ultimately lead to bad bacon. We created a concept that drives home the urgency that only EXCENEL comes with a residue-free guarantee to leave producers resting easy. Original illustrations cut through the clutter in agricultural magazines, and exposed the audience to new creative that resonated deeply with farmers.