The Brief

To launch the Mega Lifesciences laxative brand Goezy with minimum budgets that maximized hype.

Creative Execution

The brand is a laxative and what better way to communicate its core message of relief from constipation than by recreating that feeling of spending hours in the toilet.

Describe the creative solution to the brief/objective.

We recreated the feeling of having to spend hours in the toilet when constipated by briefing Artists to create sculptures on the theme ‘struggle’ using toilet paper rolls. The sculptures were later displayed at an art gallery and Goezy invited stakeholders, company staff, medical officers and representatives, and opinion leaders to the unique launch event titled 'Art of Uncorking' The sculptures were exhibited in pharmacies and supermarkets. Each piece carried titles (ex: Clutch, Grimace, etc.) which mentioned the artist’s name and the number of hours he spent in the loo. Goezy took ownership of helping relieve the artists of constipation.

Results

This unique launch event generated a lot of PR and free press. It also made brand ambassadors of the invitees as they carried the brand and its message with them.