Fashion Cramps

A marca de medicamento Buscopan, da Sanofi, está aproveitando a London Fashion Week para chamar a atenção para os sintomas da Síndrome do Cólon Irritável.

Campanha criada pela MRM Espanha se inspira nas páginas editoriais de moda, mostrando modelos segurando a barriga em poses de passarela, captadas pelos fotógrafos da Q&Cumber.

Os textos chamam a atenção, de forma lúdica, para o desconforto experimentado por quem tem os sintomas da síndrome, como: "Zack accents his Giorgio Vasalli suit with a white gold pendant by Fontinho. This look is incomplete without his poignant stomachache brought to you by the 5th attempt at passing his driving test and his on-going IBS."

Outra peça destaca: "Hanna’s Pierre Luné mini dress and Wauter purse feel comfortable enough to celebrate a goal, but this time she isn’t in the mood. Her usual IBS has appeared, and it finishes this look with its signature, subtle, yet aggressive cramps that ungracefully wrap around her stomach, this, in collaboration with a never-ending home renovation. She’s aware this discomfort could start to be eased in about 15 minutes, once she’s able to get some Buscopan IBS Relief right after this session. Luckily, Hanna grabbed some tablets from the cabinet of her half-finished bathroom."

Além de peças para mídias sociais, a campanha “Fashion Cramps” será veiculada em revistas como Vogue, Cosmopolitan, Elle e ES Magazine, juntamente com peças para mídia out of home.

“O marketing da área de saúde nem sempre precisa se parecer com marketing de saúde”, defende Félix del Valle, diretor de criação da MRM Espanha.

Ficha Técnica:

Agency : MRM Partners
Client : Buscopan
Client Team : Alberto Hernández
Client Team : Sylvain Bonnet
Client Team : Enrique de la Peña
Client Team : Isabel Robaina
Client Team : Serli Cubucku
Client Team : Radhika Gautam
Client Team : Jurga Budriene
Managing Director : Maria Martinez
Chief Creative Officer : Felix del Valle
Executive Creative Director : Guillermo Santaisabel
Creative Director : Alejandro Pere
Associate Creative Director : Sergio Garcia
Art Director : Belén Bardón
Copywriter : Miguel Prieto
Design Lead : Pablo Camarero
Account Team : Álvaro Cuneo
Account Team : Stefano Piccini
Account Team : Javier Mirones
Account Team : Alyona Lesyuk
Account Team : Sonia Dao
Photography : Q&Cumber
Media Agency : Heart & Sciences