Antistax is a natural supplement to treat ‘tired, heavy legs.’ But women only used the product in summer, when their legs were on display, and they felt self-conscious about them.
We wanted to encourage women to ‘Listen to their Legs,’ and take Antistax not just as a short-term cosmetic solution, but as part of a daily health routine.
We brought ‘heaviness’ and ‘tiredness’ to life as 3D CGI animals, attached to women's legs. The campaign ran globally on TV, online, outdoor and in-store, accompanied by educational packs for pharmacists. As a result, Antistax smashed sales targets across Europe, Asia, South Africa and Latin America. Along with winning multiple creative awards, the campaign’s overwhelming commercial success was recognised alongside some of the world’s biggest brands, at this year’s AME Effectiveness awards.