The commercial Family Law created by the marketing team of the antiviral brand Kagocel, won silver at the MedMen Healthcare Creative Awards.
Launched on Russian TV in October this year, the advertising campaign for the drug Kagocel was awarded in the Health&Wellness category, nomination Film, of the prestigious pharmaceutical marketing and advertising award.
The story tells the viewer about a family suffering from two criminals, Cold and Flu. The judge, played by actor Dmitry Ulyanov, passes the ultimate antiviral measure to the criminals, Kagocel. The goal of the creative campaign is to attract the attention of the family audience to a large package of antiviral medication containing 30 tablets.
«This year we made more than just a commercial. This is a whole mini-movie, with a completely finished plot, actors and extras, makeup, costumes and decorations,» said Arkady Ivanchenko, head of the marketing and advertising Department of the Nearmedic group. «And all this fits in less than half a minute of time. We are very pleased that our creative work was appreciated by marketing and advertising professionals. But the most important thing is that the commercial was also liked by the audience.»
This is not the first time that a Kagocel’s advertising campaign has been recognized by experts. In May 2020, two creative projects of the brand — the antiviral online series Pchhihago and a collaborative work with designer Turbo Yulia Kagocel#bezkompromissov — became the winners of the 20th Silver Mercury festival of creativity in marketing communications. A year earlier, the award was given to the project When your girlfriend falls ill.
MedMen Healthcare Creative Awards is the first and only Russian creative award for creative work in the field of healthcare, medicine, health products and social responsibility. It brings together specialists from the advertising and marketing departments of pharmaceutical companies, as well as major international and Russian communication agencies.