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Pollen Couture

Industry: Pharmaceutical
Style: Minimalism
Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including:

Zyrtec is considered a therapeutic good and listed on the Australian Register of Therapeutic Goods. As such any marketing or advertising is required to adhere to the Therapeutic Goods Advertising Code, meaning any promotional material has to be truthful, balanced and not misleading.

Describe the target audience and why your work is relevant to them.

Our campaign targeted female skewed Gen Y consumers who choose to consume content through social media instead of traditional TV. Many hayfever allergy sufferers ignore their symptoms and don’t reach for Zyrtec anti-allergy medication. Our work tapped into the consumer's passion for fashion and style.

Write a short summary of what happens in the ambient execution or campaign.

Zyrtec works quickly to help hayfever sufferers from breaking out with ‘allergy face’. To prove its efficacy, Zyrtec hayfever medication challenged supermodel and super-hayfever sufferer Madeline Cower, to wear a dress laden with over 1,200 high pollen count flowers. Designed to turn heads and get up noses, she premiered the dress at the Spring Carnival Horse Races with Zyrtec keeping her allergies under control. Coverage blossomed, with the dress featured across global news media and social.
We created a show-stopping statement to educate and empower hayfever sufferers to live allergy-free with Zyrtec, resulting in national PR and social coverage and Zyrtec’s biggest ever sales week.

Cultural/Context information for the jury

Over 4.5 million Australians suffer from hay fever allergies, brought on by common allergens such as pollen, dust and mould. The challenge is many light-medium sufferers don’t realise they have hayfever allergies, instead attributing the symptoms to tiredness or the cold and flu. Zyrtec briefed us to target “unknowing” hay fever sufferers, educating them on the physical signs of hay fever allergies and how to treat with Zyrtec.
Spring in Australia is the height of the social calendar. It’s cruelly the worst time of year for hay fever sufferers.
Horse Racing Carnivals kick off the Spring fashion trends. Many choose to get married in spring because the weather isn’t too hot.
Spoiling spring fashion parades and ruining wedding photos. No one wants their allergy face popping up on facebook. No one.
Production Company:
Cannes Lions International Festival of Creativity 2019
Shortlist PR
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