Simidona — life is just getting started
The challenge
How do we show why supporting a woman's body through menopause matters?
Amaxa Pharma is a British pharmaceutical company that distributes medicines and medical services in the UK and across Europe. Its range includes Simidona, which helps relieve menopause symptoms: hot flashes, excessive sweating, sleep problems, irritability and mood swings. The product had been on the market for quite a while and had already had a campaign. This time the company wanted to boost awareness and explain more deeply to the target audience how it works.
The result
“I'm going through menopause, and I opened my own restaurant — because I've got Simidona”
First, we did a deep analysis of the target audience, their problems and the existing ad messages. We concluded that menopause is no longer a taboo topic, but it's still associated with something hard and unbearable that puts life on pause. Based on that, we came up with an idea that would dispel the audience's fears and worries. We decided not to dwell on suffering and symptoms, and instead to shift the focus to how a woman feels when she takes Simidona. So we got not just a spot but a real story of a 47-year-old woman who had menopause symptoms but, thanks to Simidona, feels like herself again. More than that — instead of a hard period of suffering, it became a time to flourish, so she opened her own restaurant. The viewer subconsciously reads the parallel: a woman who feels confident and full of energy for new achievements. As a result, the campaign showed the target audience a different side of going through menopause and boosted awareness of Simidona.
Credits
- Director
- Yurii Kovalov
- DP
- Volodymyr Ivanov
- Creative
- Vitaliy Sobolevskiy
- Producer
- Anastasiia Nesterova, Vitaliy Sobolevskiy
- Production designer
- Nadya Yupiter
- 1st AD
- Anastasiia Soviak-Krukovska
- Gaffer
- Oleksandr Drozdov
- Editor
- Borys Vasiutynskyi
- Motion graphics
- Artur Smoliuk
- Playback
- Max Levchenko
