Martino Flynn’s work for W. F. Young—manufacturer of Absorbine and Equine America horse care products—was a big winner at this year’s PRSA Rochester PRism Awards. In addition to winning the Best of PRism Award for the Absorbine rebranding campaign, our team was also recognized for several key elements of the campaign, including the photography.
In setting out to build a new image for Absorbine, it was important to W. F. Young that we remain true to the company’s 120-year heritage and its longstanding understanding of and dedication to horses. We needed imagery that could convey this expertise and passion in a way that would resonate with consumers and retailers.
Martino Flynn engaged John Myers Creative Imaging to capture this essence through photography. Images needed to appeal to a variety of equine enthusiasts, so the equine lifestyle and personality needed to be represented. In preparation for the shoot, the team conducted extensive research on breeds of horses, styles of riding, attire, and tack in order to compile a desired shot list. From there, Martino Flynn worked with W. F. Young to evaluate potential locations and subjects for the shoot.
We evaluated sites in New York, New Hampshire, and Florida, ultimately selecting Florida due to seasonality (the shoot needed to be completed in January!). W. F. Young wanted to ensure that we featured real customers and users of their products—not models.
The result was a library full of beautiful images that is now being used for Web, print, collateral, and other marketing tactics. W. F. Young has received accolades from customers, dealers, and publications regarding the new material.