AUCKLAND, Today: New Zealand-based healthcare communications agency, Essence the Health Agency, has earned a top award at the global Creative Floor Awards for its Bunnies campaign, promoting CILATIL®, a treatment for male erection issues.
Announced in London, this win marks the second international recognition for the campaign, which features a TV commercial depicting a human-like bunny couple with the tagline Go like rabbits. The ad stood out for its playful use of innuendo, winning the film category.
The CILATIL® campaign aimed to shift perceptions about treatment for erection problems by promoting freedom, confidence, and spontaneity, highlighting the product’s 36-hour* efficacy.
Ben Hart, Essence Co-founder, expressed his excitement about the international recognition, saying, “The TVC was a seamless continuation of the award-winning campaign we launched in 2022, and introducing motion to the campaign was a natural next step and helped bring it to life in a cheeky but powerful way.”
“At Essence, our strength lies in creating advertising which inspires patients to engage with their doctor through innovative communication strategies.
“This award is a recognition of our team’s ability to effectively reach audiences for our healthcare clients, and creatively navigate strict regulatory frameworks,” Hart added.
“At Essence, our strength lies in creating advertising which inspires patients to engage with their doctor through innovative communication strategies.” – Ben Hart
Essence praised their client, Viatris, for supporting their creative vision. “Their confidence in our playful approach allowed us to expand the original Bunnies campaign into a second phase that is both fun and impactful,” Hart remarked.
Tackling sensitive topics like men’s sexual health in a regulated space is always a challenge, but Hart credited the strong collaboration between teams for keeping patient care at the heart of the campaign.
Barnaby Luff, Head of Marketing at Viatris, celebrated the win, saying, “It’s a testament to our team’s ability to connect with audiences in the healthcare market and empower patients with information and choice.”
The Creative Floor Awards are considered one of the most prestigious in the health and wellness industry, with part of their profits going to promote diversity and nurture talent through the Talent and Diversity Fund.
Essence Health was the only New Zealand agency to win an award this year and one of just two Australasian agencies to be honoured. They competed against global heavyweights like FCB Health New York and McCann Health London.
For more details on the finalists and winners in the Creative Floor Awards click here. You can view the winning Viatris “Bunnies” campaign here.
¹ Reference: 1. Cilatil® Consumer Medicine Information (4 May 2023).
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