CONCEPTS/SPEC work

SPRING SCREENING

Cologuard is an at-home screening test for colorectal cancer. Despite acknowledging that colonoscopies are beneficial to their health, the target audience (men over 45 years old) still end up flaking on their appointments siting the procedure being too invasive when asked. So, we came up with a way to share the news that their colons can be checked easily from the comfort of their own thrones.

A TEST OF STRENGTH (Vitamin D deficiency)

E-sports viewers are a population with increased risk of vitamin D deficiency. How do you sell something uncool, like vitamins, to such a stubborn crowd?
With the only language they understand… humiliation.

The idea: Prank a gamer at an e-sports event by pairing him with an unexpected in-game rival… his mom.
As a secondary concept to work in tandem with the prank, Centrum samples, in branded “loot crates” outfitted with parachutes glide down from the rafters.