Bisacodyl Tablets
Agency: Zorba Paris
REWRITE
THE LAXATIVE NARRATIVE
This story begins with a taboo. No one likes to talk about constipation, however, everyone wants fast & safe relief.
The campaign
How to break the common misconception that laxatives are harmful to health?
For this campaign, the objective is to get constipation sufferers to be confident to use Dulcolax (#1 laxative OTC brand) by bringing to life its mode of action in an accessible and memorable way.
SCIENCE x POETRY
The challenge
There is a misconception surrounding laxatives: many mistakenly believe that laxatives are harmful to gut health and associate them with unpleasant side effects.
Dulcolax aims to change this negative reputation by developing a scientific demo to educate consumers about how it can safely relieve constipation by promoting natural bowel movement.
The answer
Simply portraying the efficacy of a medication isn’t sufficient to engage today’s consumers, so how can we make our messages even more powerful and easy-to-understand? By telling a real story!
We allegorised the digestive system with a well-orchestrated symphony, conveying how Dulcolax can help the gut get back into the rhythm! A poetic and joyful scientific demonstration, aligned with the brand’s visual identity, in which waves are a prominent graphical element to visualise musically the gut.
The job
As optimism, empowerment and confidence lie at heart of Dulcolax’s ”Good Morning” campaign, we chose to develop a light-hearted and dynamic 3D scientific demo, combining vibrant colours and gentle movements.
A standalone 20s video as well as social media assets were produced for social media and Dulcolax’s official website.
Additionally, a shorter version was created for TVC.
Client : Shiseido
Ultimune