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This Beautiful, Animated Love Story Is Smashing Taboos Around the Use of Viagra

Creative 1.9k Add to collection
Love Story, created by VMLY&R and Blinkink, opens the conversation around erection problems and positions Viagra Connect as a modern solution to removing one of the main barriers to intimacy 
This Beautiful, Animated Love Story Is Smashing Taboos Around the Use of Viagra

Viagra Connect launches a new campaign, created by VMLY&R, which aims to shift the conversation around erectile problems, from a stigmatised issue long associated with a perceived lack of masculinity to a health issue which can be caused by the stresses and strains of modern life. 

In a world where mental health, sexual health and menstruation are becoming more open subjects of engagement, erection problems have remained buried under a morass of shame; creating a lack of intimacy and communication that can result in the complete breakdown of the relationship. 

An estimated 4.3million British men report suffering from erection problems. While a study representative of the UK population found that 26% of people are unable to be intimate due to them or their partner not being able to get or maintain an erection. But less than half of the men questioned (46%) say they have spoken to their partner about it.

The new campaign, and its beautiful hero film, aims to equip couples to start a conversation by showing how stress, work, poor eating habits and more can get in the way and create distance in a relationship. And while it is important to be more open with these issues, it is also a reminder that Viagra Connect is there to help. 

At the heart of the campaign is a personal and highly relatable modern Love Story. The two-minute animated hero film marks a step change in communication from the brand – from control and performance to enabling conversations and intimacy. 

Rob Elliott, marketing director at Upjohn Ltd. said: “This really is a renowned brand – one that is synonymous with the category and is steeped in cultural history. It’s immensely exciting to be at the start of a new journey with Viagra Connect. Above all it’s rewarding that in doing so we can help millions of couples deal with the challenges thrown up by life today.” 

Tamryn Kerr, creative director at VMLY&R added: “Much beyond a little blue pill, this campaign is a complex message about modern masculinity and intimacy in relationships. I hope it will be seen alongside some of the most powerful recent advertising that has challenged and changed societal norms for the better.” 

The film is a unique mix of 2D, and 3D animation directed by Zombie and produced by BlinkInk. The soundtrack is a hauntingly emotional cover of the popular song, ‘I'm Gonna Be (500 Miles)’ originally by the Proclaimers, sound designed by Factory's Antony Moore. 

The campaign is supported by an integrated media plan by Wavemaker. It will run on TV, VOD, digital and social with PR support from BCW, healthcare professional support from Ogilvy, as well as shopper activities from Geometry. 


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Client

Client: Viagra Connect - Upjohn 

Commercial Lead: Stephen Harrison 

Marketing Director: Rob Elliott 

Marketing Manager: Teresa Lau 

Marketing Manager: Paula Taylor 

Trade Marketing Manager: Toygan Yamanel 

Medical Lead: Justin Nnawuchi

Digital Marketing Lead: Paul Withers 

Digital Marketing Manager: Hayley Perez 

Pharmacy Business Director: Alison Dixon 

Agency 

Agency: VMLY&R 

Chief Creative Officer: Laurent Simon 

Creative Director: Tamryn Kerr 

Chairman: Mark Roalfe 

Chief Strategy Officer: Sophie Lewis 

Strategy Director: Josh Taylor-Dadds 

Strategist: Ollie Chakraverty 

Senior Producer: Charlotte Davis 

Global Brand Director: Nick Burstin

Senior Account Director: Siobhán Woodrow 

Senior Account Manager: Karolina Dovgialo 

Design Director: Chris Willis 

Production

Production: BlinkInk 

Executive Producer: Bart Yates 

Producer: John Woolley 

Animation and Visual Effects 

Animation and Visual Effects by: Zombie Studio 

Director: Paulo Garcia 

Account Services: Stefanie Dias 

Creative Direction: Daniel Salles, Marcelo Garcia 

Producer: André Carvalho 

CGI Supervisor: Rafael Segnini 

Technical Director: Wallan Oliveira 

Technical Supervisor: Isaac Buzzola 

Storyboard and Animatic by: Saulo Brito and Gabriel São Marcos 

Animation Supervisor: Patrick Botton 

Lead Modeller: Mauricio Sampaio 

Lead Look Development: Claudio Junior 

Composition Supervisor: Leanndro Amorim and Guilherme Sarinho 

Colour Grading: Psycho n' Look 

Sound 

Sound: Factory 

Sound Design, Mix and Music Arrangement: Anthony Moore 

Audio Producer: Lucy Spong

Music Supervision: Native Music

Genres: Animation, Storytelling

Categories: Beauty & Health, Supplements

VMLY&R London, Tue, 14 Jul 2020 15:02:26 GMT