Metamucil: Shit bridge

Credits & Description:

Metamucil is a remedy against constipation. An issue more people suffer from than you would expect. They just feel uncomfortable to talk about it. Our objective was clear: strengthen brand name awareness for Metamucil, link it to constipation and make the issue of constipation as 'easy to talk about' as possible. Strategic approach: Budget was limited, so we needed bold work to make impact. Secondly, we wanted to stay away from medical or pharmaceutical connotations to keep barriers low. In creative concept as well as in media. Thirdly, putting a smile of recognition on people's face would be our strongest weapon to take away any social barriers or feelings of embarrassment. Creative solution: As embarrassing as we may find talking about constipation, 'shit' is something we have no problems saying. In fact, 'shit' is in the Dutch Top 2 when swearing! In other words: 'Shit is sometimes easier said than done'. This hilarious, but at the same time very true insight, gave us the best tool possible to open up this subject in a straightforward way, to create an impact, generate some buzz and to put a smile on people's face.
Media: Outdoor
Category: Health & safety
Client: TEVA Pharmaceuticals
Agency: Havas Boondoggle Amsterdam
Country: Netherlands
Executive Creative Director: Menno Schipper
Executive Creative Director: nils taildeman
Studio: Jordi van Harlingen
Client Services Director: Els van Kuppeveld
Print Producer: Bieneke Glijn
Account manager: Regina Kroon