ADC Awards

The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.

2023 ADC Awards - Advertising

Fashion Cramps

Agency MRM Spain / Madrid + Sanofi, Buscopan / Paris + Heart & Sciences (part of OMG) / London + Q&Cumber / Madrid

Client Buscopan, Sanofi


Press / Magazine - Series

Annual ID


About the Work

Buscopan® IBS Relief, blends the unorthodox poses of models with the usual irritable bowel syndrome pain and abdominal discomfort. This campaign mimics an editorial fashion photoshoot made with real top models and a reputed fashion photographer, and its copy borrows both pharmaceutical and fashion jargon in order to misdirect the viewer.

2023 Awards

Total Points: 3

Merit Honor


Digital Agency

MRM Spain / Madrid

Client / Brand

Sanofi, Buscopan / Paris

Production Company

Q&Cumber / Madrid

Media Distribution Company

Heart & Sciences (part of OMG) / London

Art Director

BelÉn BardÓn


Miguel Prieto

Chief Creative Officer

Felix del Valle

Creative Director

Alejandro Peré

Executive Creative Director

Guillermo Santaisabel

Associate Creative Director

Sergio Garcia

Account team

Alvaro Cuneo
Alyona Lesyuk
Javier Mirones
Sonia Dao
Stefano Piccini

Buscopan Brand Lead UK - Sanofi Consumer Healthcare

Radhika Gautam

Chief Growth Officer Sanofi

Alberto HernÁndez

Design Lead

Pablo Camarero

Global Brand Lead, Abdominal Pain & Cramps - Sanofi Consumer Healthcare

Serli Cubukcu

Global Category Head Digestive Wellness - Sanofi Consumer Healthcare

Sylvain Bonet

Global Media & Agency Relations - Sanofi Consumer Healthcare

Enrique De La PeÑa

Global Media Lead - Sanofi Consumer Healthcare

Scheila Barboza

Global Sub-Category Lead Digestive Wellness - Abdominal Cramps - Sanofi Consumer Healthcare

Isabel Robaina

Managing director

Maria Martinez

Media & Digital Lead UK - Sanofi Consumer Healthcare

Nathalia Machado

Scientific Affairs Head CHC UK - Sanofi Consumer Healthcare

Jurga Budriene

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