We’re thrilled to announce that our new TVC for the award-winning Cilatil® ‘Bunnies’ campaign has been named as a finalist in the prestigious 2024 Creative Floor Awards; The premier creative awards in the healthcare communications industry.
In a category dominated by global health powerhouses, our health-focused Kiwi agency competes on the global stage, delivering a campaign that resonates with 35+ males and their partners. Our mission: to shift perceptions about erectile dysfunction treatment and promote freedom, confidence, and spontaneity in intimacy, with Cilatil’s 36-hour efficacy.1
After initially launching with a bold ‘Go like rabbits’ static campaign in early 2022 (which helped grow the brand to a 10.4%2 value share), the TVC aims to further move the needle on brand awareness and education. Building on the success of the ‘Bunnies’, the TVC creative tone appeals to our audience with humorous innuendo that is understated and intelligent.
“We are delighted this TVC has been nominated as a finalist in the 2024 Creative Floor Awards”, says Essence Co-Founder Ben Hart. “It was a natural extension to the successful award-winning campaign that launched in 2022. We applaud the Viatris team for their courage and are thankful they share our playful and spirited vision for the concept and campaign”.
Barnaby Luff, Head of Marketing at Viatris, adds, “This finalist nomination is recognition of our team’s ability to cut through with relevant audiences in the healthcare market. Our goal remains to empower patients with information and choice, ensuring healthcare campaigns resonate deeply.”
Credits:
- Dave Hutchens (Senior Account Director – Essence)
- Caitlin Chapman (Senior Account Manager – Essence)
- Christy Leopold (Head of Client Service – Essence)
- Ben Hart (Co-Founder – Essence)
- Bonita Yuen (Brand Manager – Viatris)
- Barnaby Luff (Head of Marketing – Viatris)
- Duncan Blair (Copywriter)
- Melissa Turkington (Art Director)
- Perry Bradley (Director – Film Construction)
- Ivan Barge (Producer – Film Construction)
- Belinda Bradley (Executive Producer – Film Construction)
- Nash (independent canine talent)
Reference: 1. Cilatil® Consumer Medicine Information (4 May 2023). 2. IQVIA Data. New Zealand. ATC 3. G04E ERECTILE DYSFUNCTION. Dollar Sales (NZD). MAT May 2024
Cilatil® (tadalafil) 5 mg, 10 mg & 20 mg tablets. Prescription Medicine. For the treatment of adult men with erectile dysfunction (ED), moderate to severe lower urinary tract symptoms (LUTS) associated with benign prostatic hyperplasia (BPH), with co-existing ED and LUTS associated with BPH. Do not take if you: are allergic to tadalafil or to any excipients; taking nitrates or guanylate cyclase stimulators, have a cardiac disease for which sexual activity is inadvisable, have uncontrolled arrythmias or blood pressure, previous eye condition called NAION. Medicines have benefits and risks. Possible side effects headache, indigestion, back pain, muscle pain. Serious side effects may include: prolonged or painful erection, decrease or loss of vision. Take strictly as directed. If symptoms persist or you have side effects, see your healthcare professional. Ask your doctor if Cilatil® is right for you. For more information, view the Consumer Medicine Information at www.medsafe.govt.nz. Cilatil® is an unfunded medicine- doctor’s fees and pharmacy charges will apply. Cilatil® is a Viatris company trade mark, Viatris Limited, Auckland. Copyright© 2023 Viatris Inc. All rights reserved. NZ-TAD-2024-00019. TAPS NP21413.
If Essence can assist with your healthcare advertising and marketing needs then please don’t hesitate to reach out. We would love to chat.