ELANCO

Elanco, a global leader in animal health, and their marketing agency, MERGE, partnered with Hamilton for VMX 2026 with the goal of reimagining what it means to “Go Beyond”. The experience needed to move beyond showcasing individual products and instead communicate Elanco as a comprehensive partner to veterinarians, spanning research, education, wellness, and societal impact. Building on an award-winning presence in 2025, the challenge was to elevate the experience while shifting the narrative to a cohesive, full-portfolio brand story that reinforced Elanco’s broader value.

Hamilton and MERGE created a unified, journey-driven environment that balanced distinct product storytelling with a cohesive brand narrative. At the center, an immersive theater anchored the experience, showcasing Elanco’s broader story, thought leadership, and commitment to the veterinary community, while four surrounding product zones, each uniquely themed, acted as chapters within that story. 

Each zone delivered a highly immersive, hands-on experience tied to its product, from a fire-extinguishing gamified activation to a larger-than-life parasiticide environment, a bright candy-shoppe-inspired space, and a tea-making wellness experience. Despite their distinct identities, each zone was intentionally connected to ensure the overall environment read as one seamless Elanco ecosystem.

Beyond the main exhibit, Elanco extended its presence through three branded sponsorship experiences, including a Puppy Playground, a Cat Café, and the Zen Garden. Each offered attendees a chance to step away from the show floor while reinforcing Elanco’s commitment to care, comfort, and connection.