Hygia — head lice treatment without the drama
The challenge
How do we bust the myth that head lice are scary and take a lot of time and money?
Sopharma is a Bulgarian pharmaceutical company that has earned its customers' trust through years of solid work. We've worked with them for years and delivered plenty of projects together. Hygia is an effective head lice treatment for children and adults. It comes in several formats: spray, active shampoo and mask. The campaign's job was to show that with Hygia, head lice aren't scary — the product works and is easy to use.
The result
Hygia — a simple, convenient way to treat head lice
Let's be honest, it's a slightly tricky thing to advertise. We decided right away that the first thing to tackle was the belief that head lice are always scary and cost a lot of money and effort. So we didn't dwell on the problem — anyone who's faced it knows how real it is. Instead we focused on a warm, friendly atmosphere and a happy kid who isn't scared or worried, because they know this will definitely help. We showed simple actions and comfortable scenes, so the viewer gets it: with Hygia it's easy — no tears, no stress.
Credits
- Director
- Liubomyr Levytskyi
- DP
- Oleksii Khoroshko
- Creative
- Vitaliy Sobolevskiy
- Producer
- Vitaliy Sobolevskiy, Anastasiia Nesterova
- Production designer
- Mykhailo Levchenko
- 1st AD
- Denys Shvets
- Gaffer
- Dima Amelichiev
- Editor
- Borys Vasiutynskyi
- Motion graphics
- Artur Smoliuk
- Playback
- Oleksii Honiailo
