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Category
Consumer Magazine / Color: Full Page or Spread - Single
Annual ID
07149A
About the Work
To draw attention to ThermaCare Menstrual HeatWraps, we gave menstrual cramps to a new and unsuspecting group of victims: men.
The campaign began with small space ads seeking volunteers for a study of male cramps. Readers were led to a fictional institute dedicated to researching male menstrual cramps.
Next came a faux documentary on ifilm and youtube, ìprovingî that male cramps had altered historical events.
In a second series of films, Dr. Gerhard Fardel studied 4 sufferers of male cramps.
Finally, Fardel announced a cure for male cramps ñ ThermaCare ñ suggesting that they might also be effective for women.
The campaign began with small space ads seeking volunteers for a study of male cramps. Readers were led to a fictional institute dedicated to researching male menstrual cramps.
Next came a faux documentary on ifilm and youtube, ìprovingî that male cramps had altered historical events.
In a second series of films, Dr. Gerhard Fardel studied 4 sufferers of male cramps.
Finally, Fardel announced a cure for male cramps ñ ThermaCare ñ suggesting that they might also be effective for women.
2007 Awards
Total Points: 5
Merit
Credits
Art Director
Jeremy Smallwood
Julie Scelzo Fitzpatrick
Creative Director
Noel Haan
G. Andrew Meyer
Photographer
Tony D'Orio
Writer
Pam Mufson
Desmond LaVelle
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