About 10 million people have iron deficiency in the US, but the oral iron that’s supposed to make them feel better, makes them feel worse. Ironic, don't ya think? Side effects are so bad that up to 3-in-5 people stop taking treatment altogether.
We needed to get HCPs and patients to stop compromising and demand better—a treatment that actually does what it's supposed to do. So, we came up with the Un-ironic Iron—a campaign that proves life is filled with enough irony as it is. We don't need it in our iron.
(For more healthcare advertising, click here)
PRINT
We captured a series of ironic situations and featured them across printed materials.
"Ironic Tow Truck" / Print, Digital
Photo: Johnny Valentine
"Ironic Nap" / Print, Digital
Photo: Johnny Valentine
"Ironic Escalator" / Print, Digital
Photo: Johnny Valentine
"Ironic Sign" / Print, Digital
Photo: Johnny Valentine
"Ironic Mug" / Print, Digital
Photo: Johnny Valentine
GUERILLA ACTIVATION
We showed up in New York City, pointing out all the irony we could find and driving consumers to learn more about The Un-ironic Iron. A QR Code drove them to our website.
IRONIC EASTER EGG
We used audio to bring the irony of a broken down tow truck to life and extend user engagement with our print piece
