Fleboton — an ad in the best Hollywood tradition
The challenge
How do we show young people that varicose veins are their problem too — and introduce Fleboton?
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. Their range includes Fleboton, which relieves swelling and pain from injuries and varicose veins. The market problem: consumers instantly link varicose veins with age. But the client's data showed they affect young people too — those who sit all day or, the opposite, overload their legs. Some competitors had started using “young” imagery to flag the problem, but nobody had fully opened the topic up to a young audience.
The result
Our mission: free women from varicose veins!
We set ourselves a task: find a new way to make Fleboton known among young people. The campaign gave us a lot of creative freedom — the topic is broad, and what matters most is grabbing the viewer's attention and making the product memorable. We went off the beaten track and made an ad that looks nothing like other medicine ads. That's how the idea was born: a spot styled as a movie trailer, where the heroine comes to apply for a job at a huge corporation. This is where we pushed the idea as far as it would go, because we had to show both the problem and how the product works. We drew a parallel with the fashion industry: a big team, everyone testing something, everyone busy, work in full swing. It shows both a sedentary lifestyle and being on your feet all day — exactly what drives varicose veins. One more thing we kept coming back to: high heels, a common trigger. The result is a campaign with familiar characters and a distinctive atmosphere that feels like a film from the first frame and keeps you watching to the end. Bold, creative, and it put Fleboton's effect front and center.
Credits
- Director
- Yurii Kovalov
- DP
- Volodymyr Ivanov
- Creative
- Vitaliy Sobolevskiy
- Producer
- Anastasiia Nesterova
- Production designer
- Nadya Yupiter
- 1st AD
- Tonya Borysiuk
- Gaffer
- Dima Amelichiev
- Editor
- Borys Vasiutynskyi
- Motion graphics
- Artur Smoliuk
- Playback
- Max Levchenko
