Libexin is a medicine used for treatment of dry cough.
The problem
In wintertime there are too many TV spots promoting medicines. This is why we needed to create a very distinguished and notable communication.
Insight
When you’re sick, you can’t enjoy life and you also disturb your loved ones.
How?
That’s why we decided to change the focus – instead of talking about the product and its benefits, we started to think about real stories and situations that have been experienced by almost everyone. We used the popular Bulgarian expression “You cough like a donkey” (meaning you cough heavily) and build our story around it.
“You cough like a donkey” is a love story that shows all the inconveniences when your loved one is sick. In order to add more drama we created a sad song to show what it feels like to be the “coughing donkey”.
Song text:
How long you will walk after me?
How long you will continue to live with this problem?
How long will the joy pass us by?
At least if I could…
Stop that grief for a moment
And forget our gray days and be happy again.
Credits:
Agency: Publicis Sofia
Maya Zlatkova (CW)
Sergei Georgiev (AD)
Nikolay Vanchev (CD)
