The initial situation
Antistax® is the best-selling brand* among medicines for venous insufficiency. However, the market is competitive and the target group must be continuously communicated with so that Antistax® can hold its own against the competition.
The challenge
The communicative appearance of Antistax® was generally outdated and not suitable for appealing to a younger target group. The red vine leaf as a symbol for the active ingredient of Antistax® was to be interpreted in a modern way as a differentiating brand symbol in the new campaign and integrated in a striking way.
The Insight
Heavy and aching legs can severely impair quality of life. But with Antistax®, life feels carefree again.
The creative twist
The benefit campaign presents the new claim "Heavy legs? I don't have any!" in an emotional and target group-oriented way. The focus is on visualizing the new feeling of lightness created by Antistax®. The viewer is immersed in the story through the red vine leaf as a "keyhole". In the moving image formats, lightness is deliberately exaggerated as a positive feeling, with various objects and ultimately the protagonist herself floating through her active everyday life thanks to Antistax®.
* Status 2023
The result
The new Antistax® commercial reaches an audience of millions via broad TV placement on high-reach German channels and positions the Antistax® brand as a modern medicine for venous insufficiency that uses red grape leaf extract to help users get back to an active life with ease.
Other projects and campaigns
