Chronic idiopathic constipation (CIC) is a condition that affects approximately 14 percent of the global population. People with CIC have persistent symptoms of difficult-to-pass and infrequent bowel movements.

Trulance is a treatment for CIC Trulance with a unique differentiator: efficacy with higher tolerability. Unlike its competitors, which were often “too effective” (leading to diarrhea), Trulance is able to restore more regular, well-formed bowel movements, with fewer side-effects. The campaign “The Good and the Bad” had the goal of showing physicians that they could finally provide the good aspects of CIC treatment without the bad parts.  

The claw machine is a conceptual representation of physicians’ decision-making process when treating chronic idiopathic constipation (CIC) before Trulance.

In this machine, you get to pick your prize, but it can come with something you didn’t expect—and would rather not have. It is a metaphor for the relief other treatments provide, and the uncomfortable side effects that come along.

The concept has its core on the main characters (the senior couple and the adult film “friend”), but the scene was carefully built so all the other elements add to the story.

The vivid colors help create the imaginary world, and the characters below invite the reader to look closely and find the details that make each unique—and funny.