VIBERZI DTC CAMPAIGN
Irritable bowel syndrome with diarrhea (IBS-D) is often described by sufferers as "annoying" and "frustrating." So we figured let's make the disease annoying and frustrating. And so Irritabelle was born. But not only did we make TV for our annoying companion, we had online videos like an intervention, a funny educational component, and even had her read mean tweets about herself. We all know pharma isn't fun, but we set out to change that...and did.
The campaign won two bronze clios two years in a row and was hailed as "Ad of the Week" by
AdWeek when it launched.