Aussie consumer healthcare company Sanofi Consumer Healthcare has launched an above-the-line campaign via Saatchi & Saatchi Wellness to introduce Mersynofen, an over-the-counter pain relief option combining ibuprofen and paracetamol.
The resulting creative – ‘Take Control. Treat Pain with Mersynofen’ – aims to drive brand awareness, communicate product benefits and show that Mersynofen is an effective and convenient pain relief option.
According to creative director Craig Chester, the intention behind the campaign is to “create a strong connection with pain sufferers by tapping into the emotional and physical impact of pain through a metaphor”.
The execution tells the story via the combination of dance and colourful visual effects, creating a movement piece which sees a single dancer navigating their pain experience from feeling restricted and isolated to feeling in control.
Sanofi Consumer Healthcare general manager Brett Charlton said: “For decades, Sanofi Consumer Healthcare has been delivering products that help Australians manage their pain. We understand pain sufferers, what they feel and what they need.
“This new product, Mersynofen, and the resulting campaign both reflect that depth of knowledge.”