London: Thursday PM. New Zealand-based specialist healthcare communications agency, Essence the Health Agency, has secured a top award at the global Creative Floor Awards for its “Bunnies” campaign, raising awareness for CILATIL®, a treatment for males with erection problems.
Revealed last night in London, the win marks a second international accolade in the Awards for the campaign, which saw the production of a creative television commercial (TVC) that depicts a human-like bunny couple with the tagline “Go like rabbits”. The commercial took home the film category, recognising Essence’s balanced use of innuendo to differentiate the brand from the category norm.
The CILATIL® campaign was designed to shift perceptions about treatment for erection problems by promoting freedom, confidence and spontaneity in intimacy, leveraging the brand’s 36-hour* efficacy.1
Ben Hart, Essence Co-founder is delighted that their work on this campaign has been recognised internationally, saying “The TVC was a seamless continuation of the award-winning campaign we launched in 2022, and introducing motion to the campaign was a natural next step and helped bring it to life in a cheeky but powerful way.”
“At Essence, our strength lies in creating advertising which inspires patients to engage with their doctor through innovative communication strategies. This award is a recognition of our team’s ability to effectively reach audiences for our healthcare clients, and creatively navigate strict regulatory frameworks.”
Essence commends client Viatris, manufacturers of CILATIL®, for their continued trust and support on the campaign. “We appreciate the continued support and willingness to embrace our playful and spirited vision for this campaign. Having partnered with us on the original ‘Bunnies’ campaign, their confidence in our creative approach has allowed us to build on that foundation with a second phase that is both playful and evocative.
Tackling sensitive topics like men’s sexual health in a highly regulated healthcare space is always challenging, but the trust and collaboration between our teams has been key to keeping the patient at the heart of everything we do,” says Hart.
Barnaby Luff, Head of Marketing at Viatris, is thrilled with the award win, saying “It is recognition of our team’s ability to cut through with relevant audiences in the healthcare market. Our goal is always to empower patients with information and choice, ensuring our campaigns resonate deeply with our target audience.”
The Creative Floor Awards are widely acknowledged as one of the world’s most prestigious honours in the health and wellness sector. It is one of the only programmes in this field that dedicates a portion of its profits to promoting diversity and nurturing talent in healthcare communications agencies worldwide through its Talent and Diversity Fund.
Essence the Health Agency were notably the only New Zealand agency to win an award at this year’s event and were one of two Australasian agencies to be honoured. The agency was up against the likes of internationally acclaimed agency groups including FCB Health New York, VML Health London & Italy and McCann Health London.
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).
*10 mg and 20 mg tablets only
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-2024-00032.
If Essence can assist with your healthcare advertising and marketing needs then please don’t hesitate to reach out. We would love to chat.