Challenge: Create an concept ad for a new business pitch.

Solution: Subcontracted by another agency to develop concepts, we focused on the before-and-after nature of the product benefit: when you have severe foot pain you’re immobilized and miserable…after you take the product, you’re free to enjoy mobility again.

Once we had that set-up, we realized we had a campaign idea that would translate easily in any media. To aid in the before-and-after communication, we incorporated desaturized vs. color into the campaign. And when we next concocted short, catchy, memorable way to state the premise, we were the ones with happy feet!

The only thing left to do was to ground the communication with a hard-hitting positioning line that made it clear exactly what was Nalfon was. Thus was born the tagline: “The Prescription-Strength Answer to Foot Pain.”

We did not attend the presentation, but were told that it blew the competition away creatively…but because the agency didn’t have a strong pharma background, the client decided to go with a less creative agency that had pharma experience.

No fun.

Services Provided:

• Concepting
• Design
• Copywriting