Fucis — the triangular solution for thrush
The challenge
How do we show thrush and its treatment so that it actually lands?
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. Its range includes Fucis, a comprehensive, effective remedy for thrush that helps relieve and eliminate the symptoms. The product had been on TV for a long time, but this time the company wanted a vivid spot that viewers would remember and that would bring back the product's message: Fucis — the triangular solution for thrush.
The result
Is thrush dragging you down? There's Fucis!
One of our key tasks in this campaign was to make the problem specific and build a strong association with thrush. The tricky part: thrush symptoms are pretty universal for any condition — pain, unpleasant sensations, discomfort. We realized that just showing them wouldn't tell the viewer what the heroine is dealing with. So we started from the word itself: in Ukrainian, thrush is “molochnytsia”, from “moloko”, milk. We put milk in the spot, and it became the key association. We admit it was a risky call — pharma is usually strict and literal. But our client went for it. Through details we got across the idea that thrush drags you down and drains your energy. With Fucis, you're back to an active life. We underlined all of this with contrasting imagery and a sharp script. The result is a bright, light spot that's easy to remember and builds a strong association: thrush — Fucis.
Credits
- Director
- Yurii Kovalov
- DP
- Oleksii Khoroshko
- Creative
- Vitaliy Sobolevskiy
- Producer
- Anastasiia Nesterova, Vitaliy Sobolevskiy
- Production designer
- Nadya Yupiter
- 1st AD
- Tonya Borysiuk
- Gaffer
- Dima Amelichiev
- Editor
- Borys Vasiutynskyi
- Motion graphics
- Borys Vasiutynskyi
- Playback
- Max Levchenko
