The archive · Advertising · Marketing decision · 2025
Henlo 'Anatomy of Suffering' turns exotic-breed heat harm into Abby-winning print
Famous Innovations draws vintage anatomy plates of Huskies and St. Bernards in India's heat — Henlo wins two Abby Grand Prix urging adoption of local dogs.
Henlo Pet Nutrition (Petfully Yours)
What it had to solve
India's pet boom pushed status-hungry buyers toward imported and bred cold-climate breeds such as Siberian Huskies and St. Bernards — dogs physically unsuited to the country's tropical climate. Henlo Pet Nutrition (client Petfully Yours) wanted to make the ethical problem visible and give owners a better choice.
How it works
India's pet boom has a darker side: status-driven buyers import and breed cold-climate dogs like Siberian Huskies and St. Bernards, animals visibly unsuited to the country's tropical heat. Henlo Pet Nutrition, an Indian pet-food brand for Petfully Yours, decided to make that suffering impossible to ignore.
With Famous Innovations, Henlo created 'The Anatomy of Suffering', using vintage-style anatomical illustrations that dissect these breeds to show the physical distress of the heat, targeting consumers who choose dogs as status symbols. The tagline 'Proudly Indian' framed the argument as identity: prioritise a pet's wellbeing over looks, and adopt local breeds better suited to the environment.
The work won two Grand Prix at the Abby Awards 2025 — one in Still Print & Still Craft, one in Out of Home (Ambient Media) — on a day when only four Grand Prix were awarded. Famous Innovations took 11 metals and 72 points, second only to Creative Agency of the Year Enormous in the Creative Abbys tally.
For the Indian advertising industry the campaign became a reference: an ethical argument delivered through craft rather than preaching, where scientific illustration made a welfare claim feel factual — and where the brand's own position as a proud Indian pet company gave the message somewhere to land.
Why it lands
- The campaign made a welfare argument visible instead of abstract: the anatomy plates turn climate distress into something readers can literally see.
- Targeting status- and vanity-hungry buyers directly made the critique the creative strategy rather than an afterthought.
- 'Proudly Indian' reframed adoption as identity, giving the ethical ask a positive, ownable brand position.
- The work was genuinely useful, arming pet owners with a factual reason to choose local dogs over imported breeds.
- Winning Grand Prix in two different categories proved the idea carried across print and ambient media formats.
What it did
At the Abby Awards 2025 (Goafest), the campaign won Grand Prix in both Still Print & Still Craft and Out of Home (Ambient Media) — two of only four Grand Prix handed out on Day 3. Famous Innovations finished the festival with 11 metals and 72 points, behind only agency-of-the-year Enormous.
What you can take
Show consumers what they'd rather not see: anatomical honesty about imported breeds made an ethical argument undeniable, and the right behaviour — adopting local dogs — followed from the insight.
Since then
The campaign became one of the most awarded Indian works at Goafest 2025, collecting Grand Prix in Still Print & Still Craft and Out of Home (Ambient Media) on Day 3 — two of the four Grand Prix awarded that day. Famous Innovations finished with 11 metals and 72 points, second only to Enormous, and entered the work at Cannes Lions 2025 as one of India's contenders. Henlo kept the adoption message alive in brand content, and Indian trade press cites the campaign as proof that purpose work can win on craft alone.
Sources
- Abby Awards Day 3: Enormous, VML, Tribes Communication lead the pack
- Cannes Contenders 2025: Famous Innovations
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