The creative strategy was simple: meet the reader where they are with a light-hearted question that hints at real relief, then let a flood of Cooper's signature red stop them in their tracks before anchoring the message with a familiar object that said everything without saying too much. You can eat the foods you love again.
The piece earned Best in Show and a Gold award at the Healthcare Advertising Awards.
My Role
Concepting: Led the concept and creative strategy for the piece.
Art Direction: Guided a designer and writer from idea through production.
