Challenge: To highlight Lamisil as the most effective cure for athlete’s foot, yet with a limited media budget.
Solution: In cooperation with InterSport, we placed a series of infected shoes in quarantine cages, complete with hidden speakers playing ‘infection’ sounds, in the sport section of their retail shops. The action successfully targeted people as they pursued their sports hobbies – those activities where the chance of catching athlete’s foot is highest.
Result: The action only began in April and is still running. However all samples and flyers were taken within the first few days and in-store response has been fantastic.
Released: April 2009
Brand name: Lamisil
Agency: Saatchi & Saatchi
Chief Creative Director: Burkhart von Scheven
Art Director: Patrick Ackmann
Copywriter: William John
Illustrator/Artist: Jethro Haynes