In the run-up to flu season, Draftfcb Cape Town was tasked with promoting Vital Viral Boost, a supplement to strengthen immunity. The challenge was to break through the clutter of wobblers, danglers and shelf-talkers that typically litter pharmacy shelves. The idea was to inform consumers how easily cold and flu germs spread while establishing Vital Viral Boost as the first choice cold/flu supplement.
Needing big impact the agency went microscopic with the help of scientists from the University of Stellenbosch. Alarming facts about how colds and flu spread were laser cut onto live bacteria slides. Installations that allowed customers to view the slides through a microscope were set up in pharmacies where the product was sold.
The campaign just received a Bronze award at Cannes.