UNPRODUCED CONCEPT
Agency: Area 23
Role: Copy lead
TEAM
Design lead: Marta Mugica Telleria
The client’s challenge was clear: encourage HCPs to prescribe UBRELVY first, before triptans. While triptans effectively treat migraines, their side effects—dizziness, drowsiness, nausea—can be equally debilitating, compounding what patients already endure.
This campaign concept personifies those side effects as visible, physical burdens that shadow patients through their daily lives; a literal representation of how triptans can weigh them down. Targeting adults aged 20–40, in the prime of their careers and personal milestones, the idea contrasts that heaviness with the freedom and clarity UBRELVY offers.
Concept presented internally; not produced.
