Buscopan is a healthcare product which relieves painful abdominal cramps, including those linked with irritable bowel syndrome (IBS). It does it by reducing the wave-like contractions of the muscle in the walls of the stomach, bowel and bladder.

Although 10% of the population suffers from IBS, the disease is unknown in a large part of the population. People don´t know which are its symptoms and causes. For Buscopan, it´s key that people are educated about IBS and its treatment to improve their quality of life.

The goal of the campaign was to raise awareness about the product in the UK, breaking the negative perception of stomach diseases and showing the direct connection on how emotions can be the cause of abdominal cramps.

To make sure the brand would be noticed, we hacked an unconventional environment for a healthcare brand: the fashion world. Using both its visual codes and media placement.

In order to mimic the fashion world codes, the campaign was contextually launched in the UK during one of the most important fashion events in the world: the London Fashion Week.

We launched a hyper-targeted contextual campaign in OOH with displays in Oxford St, one of the most famous shopping streets worldwide. Furthermore, we published print ads in some of the most popular magazines related to fashion in the UK (Cosmopolitan, ES Magazine and Stylist) in their event covering issues.

To target people that were in closer areas to the London Fashion Week, we ran a geolocalized Social Media campaign focused on the favorite social media networks for the fashion lover's target: TikTok and Instagram.

By leveraging the event, we introduced a healthcare brand into the Fashion world, utilizing its own visual codes, localizations and formats, to increase product awareness and break down the negative perception of stomach diseases.

The campaign used real fashion models and photographers to fully resemble the fashion editorial magazine codes, introducing the healthcare brand in a funny way through the poses and the body copies that support the images.

The photos were produced as a real fashion editorial reportage using the brand’s colors palette throughout the visual to integrate them as high-end fashion with ads that feature editorial-styled fashion imagery.

The campaign’s key visuals play on poses that’s ubiquitous in fashion to draw parallels between the stress models endure and the physical discomfort faced by those suffering from IBS and abdominal cramps.

And those poses, which are totally unusual into that context, are exactly what grabbed people´s attention while reading a fashion magazine or walking in Oxford St.

The London Fashion Week is one of the biggest four fashion shows in the world together with Milan, Paris and New York. During the event, all media is focusing on designers' new creations and new trends.

In order to hack the event, the campaign had to follow the fashion codes while integrating our product in a natural and easy-to-understand way: recreating a fashion shooting. Using the same visual resources (models, photographers, stylists, lights...) but with models posing totally different than the usual fashion ones.

With those unusual poses, we grabbed people’s attention by making them read the text that links and explains the benefits of Buscopan for IBS sufferers, creating awareness of the condition and the product.