Douglas Pharmaceuticals’ latest campaign for Phloe via YoungShand is ‘a walk in the park’
YoungShand has just released a new campaign for Phloe from Douglas Pharmaceuticals. Aptly named ‘A Walk In The Park’, the spot takes a humorous look at what can be a difficult topic to discuss – bowel health. Using a troop of misbehaving dogs to bring to life the stresses caused by bowels that are out of control.
Says Scott Maddox, creative director, YoungShand: “We wanted to find a way to disarm the audience around the topic of out of control bowels. It needed to be entertaining but not off-putting.”
The 30″ and 15″ spots are distinctive in a market where other players have taken a more clinical approach. This is the first campaign produced by YoundShand for Douglas Pharmaceuticals, after acquiring the business in January 2018.
Says Emma Dalton, client services director, YoungShand: “The Douglas team have been great to work with, and we’re glad they have decided to take this fresh approach with us. We hope this is the first of many successful campaigns as Douglas increase their focus on promoting their consumer brands.”
Says Adriaan de Lange, head of marketing, Douglas Pharmaceuticals: “We really enjoyed working with YoungShand on the Phloe project, very approachable team and we are pleased with the creative execution delivered for both our new TVC and website. I’m especially impressed with the speed of the project from brief to execution, and at no point did I feel we compromised quality.”
The media approach was also closely interrogated against consumer trends, which resulted in a different approach to the overall media mix.
Says Jesse Kelly, strategy director, YoungShand: “We haven’t prioritised social media, which is very unusual for us. Dr Google is becoming the first place consumers turn when they’re experiencing any discomfort, so instead, Se arch played an important role within our through the line strategy, alongside the TV and digital activity.”
Agency: YoungShand
Creative Director: Scott Maddox
Art Director: Ben Carroll
Copywriters: Erin Mattingly, Karla Tarr
Strategy Director: Jesse Kelly
Client Service Director: Emma Dalton
Account Executive: Jamie Brown
Agency Producer: Caroline Wells
Senior Digital Producer: Kat Cox
Production Company: Reel Factory
Media: MBM