America’s 38 million migraine sufferers experience symptoms that interfere with their everyday lives—nausea, sensitivity to light/sound, auras and intense pain. Unfortunately, migraines often show up where people spend the most time: at work. In addition to the physical pain, migraines can take an emotional toll on sufferers, who often face bias in the workplace due to a lack of understanding about the condition.
Excedrin Works is a campaign designed to shine a light on the impact of migraines at work and help sufferers start a conversation about a migraine’s debilitating pain and emotional impact.
The campaign resulted in 375M media impressions, 41% lift brand favorability and 22% increase sales year-over-year.
SHORTY AWARDS - SHORTLIST IN CATEGORY "MOST CREATIVE USE OF TECHNOLOGY" / SHORTY AWARDS - SHORTLIST IN CATEGORY 360 VIDEO / SABRE AWARDS NORTH AMERICA - SHORTLIST / AD AGE - VIRAL VIDEO CHART / PR WEEK - ARTICLE / ADAGE - A-LIST STANDOUTS / DIGIDAY - ARTICLE / BRAIN X CHANGE - ARTICLE
CREATED WITH: ISAK LANDABOURE (ASSOCIATE CREATIVE DIRECTOR) AND HAMILTON TAMAYO (CREATIVE DIRECTOR) / Weber Shandwick NYC