ATOXIL: Cat
Here it is — the eternal question: who's going to go get... Atoxil?
creative + production
2023
It's not an easy question. And the answer isn't easy either. Because the task itself wasn't the simplest: to reveal the power of the product and remind consumers to choose our brand at the pharmacy, not the numerous so-called analogues.
We solved this task in three stages:
Insight. Usually, by the time you actually need Atoxil, your condition is such that going to the pharmacy for it feels like conquering Everest without an oxygen mask. And of course, you'd love for someone else to do it for you. A cat, for instance.
The cat. Adding a cat to an ad is, despite the stereotype, not always a good idea, nor a universal way to boost views. With us, it's different: the cat plays an important role. Just not a more important one than the product.
A light hook. We didn't spell out the brief's message head-on. Instead, we used the word "junk" as part of the character's own empirical story. And it stuck.
Insight. Usually, by the time you actually need Atoxil, your condition is such that going to the pharmacy for it feels like conquering Everest without an oxygen mask. And of course, you'd love for someone else to do it for you. A cat, for instance.
The cat. Adding a cat to an ad is, despite the stereotype, not always a good idea, nor a universal way to boost views. With us, it's different: the cat plays an important role. Just not a more important one than the product.
A light hook. We didn't spell out the brief's message head-on. Instead, we used the word "junk" as part of the character's own empirical story. And it stuck.
So we didn't just remind people about Atoxil — we also highlighted its reliability and widespread trust compared to the analogues. And we did it through a simple, everyday situation in which anyone can recognize themselves.
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