This paper reminds us that great creative strategy can come from thinking about the media environment your work is going to appear in.
Symprove, a premium probiotic, needed to target affluent women with gut issues. We wanted to show them that we understood how hard life with their symptoms could be.
But we also recognised that our ads would be running on Instagram, amongst influencer content that tends to present life as perfect.
So we briefed creatives to subvert that perfect world with truths about living with gut issues.
We worked with content creator and celebrity Lisa Snowdon, putting...