THE CHALLENGE:

Painkiller brand Excedrin has been a popular and staple feature of the OTC healthcare landscape in the US for over 50 years.

Previously only available in a handful of other countries, Excedrin needed an impactful, translatable idea to launch their migraine-specific product in new markets all over the world.

To assist the launch, Excedrin wanted a digital centrepiece that could show a more personal side to a brand that is truly loved in other markets.

THE IDEA:

'Anna’s Story'.

To reflect the personal toll migraine can take, and the relief Excedrin can offer, we put out a call on Excedrin’s existing social media channels, asking for a real migraine sufferer who would allow us to document a day in their life with migraine, using Google Glass.

DIGITAL CONTENT

On the work...

"Andrew joined the DDB Remedy global team working on Excedrin and as a client, I could immediately see the impact he made on the quality of the creatives that were developed both from an offline and online perspective.

However, I must say that what impressed me most with Andrew was the ability to quickly understand the core of the brand challenges, the strong strategic thinking and the courage to lead that he demonstrated while contributing to the global brand equity work.

These are rare quality for a creative person, which in my view is a sign of high potential. I would highly recommend Andrew to any creative agency."

- Corinne Briaud
Global Brand Head, Excedrin
Novartis Consumer Health