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CAROLYN ZIGMUND
Creative Director | Copywriter | Decent human
Pharma: OTC Rx + common diseases
Since pharma advertising is its own unique animal, I grouped some recent work here that spans common conditions like diabetes and ED as well as some work for over-the-counter drugs for birth control and weight loss. Wherever possible, I spared you the scrolling ISI.
Launch: I worked with the fine folks at Real Chemistry to led the creative charge in bringing to market phexxi (rhymes with sexy, with a ph that's kind to your body). We broke through the contraceptive noise by using Annie Murphy of Schitt's Creek fame as our spokesperson. The mostly digital launch included a website, YouTube videos, Instagram posts, and we even hired sex-positive influencers to create illustrations that we turned into social content. The highlight was taking a :30 spot created by another healthcare agency and bringing it to life across digital channels, giving me the opportunity to create an empowering, cheeky voice that grabbed the attention of 20- to 30-somethings and helped make phexxi the "it" birth control.
Launch: Novo Nordisk wanted to disrupt the $31 billion global insulin market by introducing the first once-weekly basal insulin, Awiqli. We worked closely with our UK team who handled the initial European launch to bring Awiqli to the US. From now approved and now available landing pages, banners, RTEs, and print in medical journals, we were launch ready to help Novo succeed. While a regulatory hiccup (manufacturing, type 1 indication) has Awiqli on hold in the US, it has already launched in Canada, EU, Australia, and Japan.
Launch: At Arnold Worldwide, I helped launch the weight-loss drug, Alli, that was brave enough to do something unique in the space: get real. Alli wanted to put equal onus on the person hoping to lose weight by positioning it, not a cure-all, but rather as a practical tool.
Disease education: these unbranded print ads for Boston Scientific seeded the market and helped open up the conversation about a subject that was still rather taboo when they first launched. The approach uses sexual innuendo to grab attention and provide intrigue, while the tone helps make the idea of ED treatment feel accessible and unintimidating. Going against fly-by-night clinics that offer anonymity and a quick fix, usually in the form of a pill, these ads later helped pave the way for a website that offers lasting relief in the form of a penile implant.
Rebrand: The ADA felt like they weren't gaining traction against the nationwide epidemic that is diabetes. So instead of the outdated statistics and reminder of how diabetes can be deadly if you don't get it under control, they took a different approach with this campaign. The empowering messages cheer on diabetes patients, encouraging them to stop feeling guilty about having the disease and start living a healthier right now.
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