A smile is not always a smile. It is often a mask we put on to hide the real pain we are in. As lead writer on this global campaign, we used this human insight to talk to pain-sufferers across the world. Inspiring them to treat their pain with Voltaren as their No.1 ally.
For social, we used influencers to tap into topical trends such as Photo Dumps and Video Reviews. While for statics, we had characters from the TVC posing for selfies, so the imagery felt native to the platform.
We also interviewed genuine pain-sufferers to understand why they hid their body pain. Gaining real quotes from real people.
