The pharmaceutical company competes against cheaper generic drugs but which have less efficacy and safety. It seeks to regain market share and make vets aware that a generic is not the same as its product.
A visual and direct campaign in which it is clearly stated that using generic drugs is a risk. An image which underlines that the professionalism of the vet and the life of the animal can not end up being a game. There are games that are better not to play.