I worked on the pitch for Linzess at Young & Rubicam. They won the business. Three years later I was asked to help out on doing a new campaign. The assignment was to emotionally appeal to people who were already trying to manage their symptoms of constipation and belly pain (with little or no success) and to motivate them to ask their doctor about adding Linzess to the healthy things they were already doing.

We came up with the idea of acknowledging people for all that they do to help themselves in the form of a positive message: “I’m Doing it All”. The concept tested through the roof surpassing every benchmark at Millward Brown and beating out all the creative that Linzess had tested historically. We were asked to produce a 360 campaign which included two tv commercials, print, banners and a magazine cover wrap for doctors’ offices.

RESULTS: The campaign was launched in April 2019 and, last we heard, it was outperforming expectations attracting 10,000 newcomers to the brand each week with thousands more web visits.

CD/CW: Paula Dombrow, CD/AD: Jacqueline Leak, Director: Sasha Levinson, Photographer; Rennie Solis, Agency: VMLY&R

 LINZESS “I’M DOING IT ALL” :60 TV

PRINT CAMPAIGN

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