Tabex — to help you quit smoking
The challenge
Make a new product stand out from the competition
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. This time Sopharma was launching a new product, Tabex, to help people quit smoking. Our task was to create a campaign that would set the product apart from competitors and effectively grab the audience's attention.
The result
Smokers definitely remembered this ad
While brainstorming, we agreed the problem had to be tackled with creative messages, not a rundown of ingredients and how they help you quit. We wanted a campaign that would give viewers a clear link between smoking, health problems and the need to drop the habit. The breakthrough insight: the best, sharpest way to show it was through breathing — and the trouble smoking causes with it. So we made a campaign that brings these problems together. The scene is short but sharp: a man stands in a closet, breathing very loudly. At first the viewer has no idea what's going on, but then the hero's predicament is revealed. It triggers a strong emotional reaction and sticks, because it's an unusual plot advertising a very non-obvious product. The result was a campaign that grabbed attention and helped the product find its place in the market.
Credits
- Director
- Yurii Kovalov
- DP
- Oleksii Khoroshko
- 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
- Max Levchenko
