Wishbone for Barrier Thearpeutic's Vusion
Pharmaceutical Executive
It's not unusual for creative teams to ask actors to work up on-screen tears. But when you go from crying actors to crying babies, it makes all the difference.
CRYING BABY
Wishbone
BRAND Vusion CLIENT Barrier Therapeutics FROM LEFT: Renee Mellas, partner, general manager; Scott Sager, senior vice president, creative director; Steve Hamburg, partner, chief creative officer
It's not unusual for creative teams to ask actors to work up on-screen tears. But when you go from crying actors to crying babies, it makes all the difference. That crying baby formed the basis of the print and television campaign Wishbone created for Barrier Therapeutics' anti-fungal pediatric ointment Vusion. "It's wired into parents as an incentive to action," says Steve Hamburg, partner/chief creative officer. "These are things that get parents' attention almost genetically."
The accompanying creative keeps consistent with the esthetic of "baby-ness." "It's time for a change" was used as a pun on the double meaning of the dirty diaper and the therapy.
Hamburg says that the DTC spot was so effective that it produced a dramatic increase in prescriptions for the drug.
Navigating Distrust: Pharma in the Age of Social Media
February 18th 2025Ian Baer, Founder and CEO of Sooth, discusses how the growing distrust in social media will impact industry marketing strategies and the relationships between pharmaceutical companies and the patients they aim to serve. He also explains dark social, how to combat misinformation, closing the trust gap, and more.
