Campaign Overview
JOBST wanted to put an end to the stigmas around venous and lymphatic conditions and alleviate the weight of discomfort for millions of patients the world over.
We launched its new creative platform, ‘Defy Gravity’, with a film that brought together real patients in a gravity-defying artistic swimming performance. By showing what it’s like to live with venous and lymphatic conditions, global awareness rocketed and our ‘Unsynchronized’ swimming heroes felt seen. We also designed a Cannes-winning typeface for the campaign that changes shape as you type to symbolise the people we were representing: ‘Irregular Bold’.
Results
We moved the world to:
Think > Awareness increased by more
than 4.7% in key markets
Feel > “This means so much, I’ve even got a tattoo to commemorate being a part of ‘Unsynchronized’,” Claire
Act > 85% increase in product searches
