| BY Ricki Green |Creative agency Paper + Spark has launched an earned-first campaign for Boehringer Ingelheim Australia’s NexGard SPECTRA for Cats, proving that the smartest brand stories don’t always start with the product. Supported by independent research demonstrating NexGard SPECTRA® for Cats’ low-odour formulation, this understanding provided a strong and authentic foundation for the campaign. Paper + Spark was then tasked with transforming these insights into a creative platform that would capture the attention of media, influencers and cat owners alike. Designed to spark conversation around cats’ remarkable sense of smell, the campaign used an unexpected cultural idea to bring attention back to a genuine product truth: NexGard SPECTRA® for Cats’ low-odour formulation. Rather than open with the product, Paper + Spark opened with the fact, and let the brand truth follow.