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Your feet are literally the furthest thing from your head.
That is, unless you have Athlete’s Foot; where intense discomfort can make it difficult for sufferers to think about anything else. This is what inspired Lamisil’s new global brand platform Get Feet Off Your Mind, which debuted with the launch of the brand’s new patented Athlete’s Foot treatment, Lamisil ONCE, created and launched by T&P alongside director duo, The Martians.
This new platform is the first expression of Lamisil’s re-invigorated brand purpose: to help people move on from Athlete's Foot. But, with over a third of sufferers ignoring their condition until symptoms become severe, the key to realising this purpose wasn't just proving efficacy, but helping people overcome the cycle of avoidance.
Moving beyond category norms that fixate solely on physical discomfort, this campaign addresses this mental burden of Athlete's Foot, using surreal humour to dramatise the feeling of having feet on your mind and positioning Lamisil as the effective, empathetic solution.
Credits
View on- Agency T&Pm/London
- Production Company Push Films
- Director The Martians
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Credits
View on- Agency T&Pm/London
- Production Company Push Films
- Director The Martians
- Post Production/VFX Push VFX
- Sound Creative Outpost
- VP Head of Design & Creative Steve Binding
- Global Design Lead Danielle McCann
- Content Director Helena Sugden
- Global Executive Creative Director Andre Moreira
- Creative Director Ryan Delaney
- Creative Director Emma Thomas
- Copywriter Sam Collins
- Art Director Ivan Stanojevic
- Head of Production (HP) Thea Evely
- Producer Dillon Palmer
- Executive Producer Manuel Santiago
- DP Matthew Emvin Taylor
- Editor Tiago Garcia
- Post Producer Rita Guerreiro
- VFX Supervisor/CG Supervisor Pedro Motta
- Audio Producer Caroline McNulty
- Audio Engineer Tom Lane
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Credits
powered by- Agency T&Pm/London
- Production Company Push Films
- Director The Martians
- Post Production/VFX Push VFX
- Sound Creative Outpost
- VP Head of Design & Creative Steve Binding
- Global Design Lead Danielle McCann
- Content Director Helena Sugden
- Global Executive Creative Director Andre Moreira
- Creative Director Ryan Delaney
- Creative Director Emma Thomas
- Copywriter Sam Collins
- Art Director Ivan Stanojevic
- Head of Production (HP) Thea Evely
- Producer Dillon Palmer
- Executive Producer Manuel Santiago
- DP Matthew Emvin Taylor
- Editor Tiago Garcia
- Post Producer Rita Guerreiro
- VFX Supervisor/CG Supervisor Pedro Motta
- Audio Producer Caroline McNulty
- Audio Engineer Tom Lane
The new launch campaign plays into the pareidolia phenomenon; where fixating on something causes the visual cortex, the part of the brain that processes imagery, to light up and project mental imagery or "shapes" onto abstract thoughts. Scenes in the spot playfully visualise how sufferers of Athlete’s Foot are reminded of feet everywhere they go.
With an art department that painstakingly carved feet from all types of materials and a crescendoing Michael-Bay-inspired shot, the spot is a breath of fresh air for a category that has long relied on gym locker room scenes and CGI cutaways.
Creatives Sam Collins and Ivan Stanojevic said: “In what is a typically clinical category, we wanted to dramatise the lived reality of Athlete’s Foot sufferers in a more playful way. Like having an ulcer or a sty, Athlete’s Foot persistently plays on peoples’ minds – and bringing this fact to life with foot-shaped patisseries, cakes, peppers, rocks and even a 10ft. pothole was a toe-tal joy.” J
ess Phipps, Lamisil’s Global Senior Brand Manager said: “Lamisil combines superior product science with real consumer empathy, to transform the understanding and treatment of foot conditions... Get Feet Off Your Mind sets a foundation for consistent, powerful communications to drive the next chapter of Lamisil’s growth."
The platform is already delivering results. Approximately halfway through the campaign, sales trends in the UK and Germany (the two biggest markets for the brand) are exceptionally strong, with Lamisil Germany recording recording +6% value and +6.6% volume growth & Lamisil UK up +4.9% value growth and +4.4% volume growth since campaign start.
