Faced with the challenge of creating buzz in the overly restrictive and traditional world of pharmaceutical advertising, EMD Serono approached us to help raise awareness for a brand of prescription infertility products. Instead of the typical print campaign and the accompanying page of legal text, we set out to use social media as the hub of the campaign.We produced a five-part webisode series, a microsite, and localized street stunts that centered around the storyline of a “typical” young couple struggling to get pregnant.