L-Cet — for allergies
The challenge
Refresh the L-Cet campaign
Kusum is a group of pharmaceutical companies with more than two thousand highly qualified specialists in Ukraine, India, Moldova, Kazakhstan, Uzbekistan, the Philippines, Myanmar, Mexico and Kenya. L-Cet is an allergy medicine. It has been on the market for a long time, but the client wanted to refresh its advertising with a creative spot that would be easy to remember and get the product's key benefits across.
The result
Simple, dynamic imagery to show it works
The team immediately pinned down the main message: L-Cet relieves allergy symptoms quickly and effectively and gets you back to normal life. The main challenge was finding a simple analogy that shows the problem and the instant solution. After researching the topic, we settled on pollen allergy, one of the most common. We went for a dynamic metaphor that, first, shows how unbearable allergies are and, second, shows L-Cet at work. A bright flower appears in the frame, and the woman starts reacting to it. The viewer can see it's unexpected and very uncomfortable for her. But she takes an L-Cet tablet, which works so fast that our heroine is back to normal almost instantly. The campaign worked: the spot didn't just convey what the product does, it created a strong visual image that resonated with the audience and stuck in viewers' minds.
Credits
- Director
- Yurii Kovalov
- DP
- Mykola Yefimenko
- Creative
- Vitaliy Sobolevskiy
- Producer
- Vitaliy Sobolevskiy
- Production designer
- Mykhailo Levchenko
- 1st AD
- Yura Andriievskyi
- Gaffer
- Dima Amelichiev
- Editor
- Serhii Torba
- Motion graphics
- Borys Vasiutynskyi
- Playback
- Sasha Sofin
