A campaign that reveals a different path to migraine relief
Impel migraine awareness campaign
When an oral migraine med isn't getting results, this might be why
Migraine isn't just in your head. Nausea, abdominal pain and a host of GI issues are common symptoms of an attack, making it a challenge to take a pill and keep it down. But what if you could take a medicine that didn't interact with the gut at all?
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The Reroute Relief campaign helped Impel tell that story in advance of launching their next-gen nasal delivery treatment. And it did it with a powerful visual that dramatized the complexity of migraine.
Concept key art
There's no substitute for handcrafted artwork
We partnered with noted illustrator Ed Fairburn, himself a migraine sufferer, on the key campaign art for the campaign. His signature images fit the idea perfectly.
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To create the animated effect we envisioned, we asked Ed to try a new method: drawing his exquisite cross-hatched portraits on acetate layers rather than on the map itself.
The campaign achieved excellent results in terms of impressions, site visits and earned media, but more importantly it started a whole new conversation about the limits of traditional therapy options, and paved the way to a successful product launch.