McCann Echo (USA)
Project Title: SOOLANTRA® Cream: Introducing a Tough Topical
Client or Class Name: Galderma - www.galderma.com
3x Platinum Award Winner – Integrated Campaign, Digital Outdoor – Transit & Sales Film/Video
Description: Living with rosacea is tough. Inflamed papules and pustules diminish personal appearance and selfesteem. The stress of never knowing how severe or even when the next outbreak will occur leads to a life filled with frustration. Patients inherently want their dermatologist to just prescribe a topical treatment that effectively clears the lesions and fits into their daily skin care routine. The disappointing results and limitations of current topicals leave dermatologists feeling just as frustrated.
The campaign objective was to personify this tough topical with the groundbreaking efficacy to put rosacea in its place. The “Tough Topical” campaign highlights the incredible strength of Soolantra® (ivermectin) Cream, 1%. Other available products have tried to claim they were efficacious, but their results fell short in the minds of doctors and patients. This campaign execution is unlike anything seen before in dermatology for the treatment of rosacea. It’s based on the story of good vs evil—strong vs weak—a story with which everyone can identify. Our topical is the hero, able to conquer a cocky condition that has had nothing to fear—until now!
The innovation of Soolantra Cream allows doctors to reimagine the strength of a topical. Soolantra offers the power they need in a once-daily topical. Finally, rosacea is running scared.
Creative Execution: The “Tough Topical” animation was used as the problem-focused opening for e-details and as part of a booth draw at the March 2015 American Academy of Dermatology annual meeting.
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