Feeling shattered
Client
Flynn Pharma
The BRIEF
Elevate the status of insomnia as a serious health condition and promote the use of Circadin (melatonin).
With increasing age, there is a natural decline in the sleep-inducing hormone melatonin, leaving people tired, cognitively impaired and vulnerable to injury. But restoring endogenous hormone levels can alleviate insomnia in patients over 55 years old.
Insight
Chronic sleep deprivation can deeply impact many aspects of a person’s life, leaving them a shadow of their former selves and completely shattered.
The solution
We used stark photography and a talented post-production team to create hard-hitting visuals illustrating the shattering effects insomnia can have on patients. While raising awareness of insomnia and encouraging HCPs to identify and treat patients, the campaign positioned Circadin as a solution to restore sleep and quality of life for older people.
The campaign won Gold at the PM Awards and was featured in Ads of the World. The client asked us to create an extension of the campaign, which subsequently won Silver at the PM Awards for two years running.
