T-SEPT — when nothing feels right...
The challenge
Win a place in the sore throat remedies market
Amaxa Pharma is a British pharmaceutical company that distributes medicines and medical services in the UK and across Europe. Its range includes a number of effective products, among them T-SEPT, a spray for sore throats. The product has been on the market for a long time and had several campaigns behind it. This time the client wanted a new campaign that would remind people of the product and how well it works.
The result
When nothing feels right — T-SEPT!
We knew from the start that the sore throat market is saturated, so we wanted to make the product stand out rather than produce yet another ad. That mattered, because it would strengthen the campaign and take awareness of the product to a new level. After an intense brainstorm, the team decided to build the spot on wordplay, since the product name allows it: in Ukrainian, “vse ne te” means “nothing's right”, and T-SEPT starts with that same “te”. We started from the idea that when your throat hurts, nothing feels right. Then we filled the story with bright, memorable images — identical ladies in bright costumes, a taxi that's a motorcycle with a sidecar, covered in glitter and beads. The script is easy to take in and, together with the visuals, makes a sharp ad for the product. All of it makes the spot and its main message stick: “When nothing feels right — T-SEPT”.
Credits
- Director
- Yurii Kovalov
- DP
- Volodymyr Ivanov
- Creative
- Vitaliy Sobolevskiy
- Producer
- Anastasiia Nesterova, Vitaliy Sobolevskiy
- Production designer
- Viktor Buchkovskyi
- 1st AD
- Pavlo Romaniuk
- Gaffer
- Oleksandr Drozdov
- Editor
- Nazar Shpilchak
- Motion graphics
- Borys Vasiutynskyi
- Playback
- Max Levchenko
