AJOVY MIGRAINE
Migraine relief is portrayed as black and white. You get full relief if you use the advertised brand. You suffer if you don’t. But there is no guarantee of full relief, and women who experience migraine know it. They’ve tried everything. They want an advantage over their migraine, not some fantasy of a perfect life. And they can tell the difference. We acknowledged their reality: busy days filled with personal, work and family responsibilities. They have a lot going on, and migraine can knock it all out of whack. Our simple message of empathy demonstrated that we understood their priorities. We avoided overpromises of full relief and lifestyle imagery of never missing a moment. Instead, we offered to help keep their lives in balance.
Awards: Best Consumer Print Campaign 2021 Med Ad News Manny Awards; Shortlist 2021 MM+M Awards (winners announced on Oct 7); Shortlist 2021 Creative Floor Awards; Featured in the 2021 MM+M Agency 100 report.
