senckađ
Group745
Group745
Group745
Group745
Group745
Group745
EDITION
Global
USA
UK
AUNZ
CANADA
IRELAND
FRANCE
GERMANY
ASIA
EUROPE
LATAM
MEA

Actor Pharma - Prunelax - Prunelax Relief Campaign

Actor Pharma - Prunelax
12/07/2022
Agency Network
Denver, USA
36
Share
Brand
Agency / Creative
SIGN UP FOR OUR NEWSLETTER

Prunelax was a newly licensed product in Australia - it was a brand that had low awareness and its new owners, Actor Pharma, wanted to change that.

​In Australia, pharma communications are tightly regulated by the Therapeutic Goods Association (TGA). The pharma advertising made here is notably conservative, clean, safe and highly-sanitised. Pharmaceutical brands exist in a sea of sameness.

As a result, almost all Australian pharma campaigns are boring and forgettable. With client Actor Pharma, Five by Five saw an opportunity to bring some cinema into the category - and rewrite the rulebook for the sector. In the wake of the pandemic, Australia has been in a state of apathy - a rarity for a country known for its unwavering, irreverent sense of humour. In this dark time, Australians sought out whatever relief they could find; like alcohol and more streaming services.
So with Australians seeking the potent & cleansing power of relief - Five by Five brought the feeling to them in an arresting way.

Five by Five created 4 spots that all convey the emotion of relief and ran those online as a test to determine which ads to air on TV in 2022.

Using bold cinematic techniques, ‘Buried’ draws you in with intrigue & tension, priming viewers to seek out the climax; laddering up to a sketch comedy twist that lampoons the feeling of relief. It’s in that moment that the message lands - because no matter how relieved you are, Prunelax does it better. 'Buried' led the campaign which also included 'Casket', 'Itchy' and "I do". The executions were flighted over the course of 6 months stretching into 2022 and all supported with paid search, digital display and BVOD nationally.

About Worldwide Partners
Worldwide Partners, a network of independent marketing services agencies comprised of the most progressive, creative and diverse marketing talent in the world, offers brand marketers and agencies a global platform for reimagining growth. Our synergy of more than 75 agencies in 40 countries thrives within a collaborative framework that celebrates and accelerates independent thought through interdependent scale, creating access to new minds, new markets, new capablities and new business opportunities.

But reimagining growth is more than our purpose. It’s a commitment.

A commitment to create new value for our clients, our agencies and our communities by leveraging our diversity to create local prosperity on a global scale.
SUBSCRIBE TO LBB’S newsletter
FOLLOW US
LBB’s Global Sponsor
Group745
Language:
English
v10.0.0