Taking a high fashion approach to irritable bowel syndrome

Client: Sanofi / Buscopan

Buscopan should be the star of “The Campaign Media Awards April Issue” because this is one of those ideas where a killer consumer insight was not only used to deliver a great media idea, but also that the entire campaign challenged the conventions of the category, moonlighting in the fashion world. It successfully made the brand more meaningful in people’s lives, created a double digit increase in brand metrics and showed how new contexts can open up new opportunities for brands. ​