Orexo: Out the Monster

Client: Strategic Planning at StrawberryFrog

The Challenge: What do women post-Cesearean section have to do with Opioid addiction? They are an example of the millions of "accidental addicts" living amongst us in shame and despair. How can we abolish the "junkie" stereotype so that these people can come out of the dark and be treated respectfully by a doctor?

The Solution: Strategically we focused on telling the story of accidental addicts to break down the wall of shame in creative by the Cultural Movement agency, StrawberryFrog. Orexo launched their new drug, Zubsolv, with an unbranded campaign that relied heavily on social media as well the distribution of 50,000 hardbound books to doctors and health care providers around the Nation. The work was awarded with a pharma Gold Cannes Lion in 2015 and the Brand Film Festival 2016.  

Credit: StrawberryFrog