| THE UN-IRONIC IRON

Most iron supplements
designed to make you feel better,
end up making you feel worse.

Our Idea •
About 10 million people have iron deficiency in the US, but the oral iron that’s supposed to make them feel better, makes them feel worse. Ironic, right? Side effects are so bad that up to 3 in 5 people stop taking treatment altogether.

We needed to get HCPs and patients to stop compromising and demand better—a treatment that actually does what it's supposed to do. So, we came up with The Un-ironic Iron. A campaign that proves life is filled with enough irony as it is. We don't need it in our iron.

| Guerrilla & Ambient

Pointing Out Casual Irony in New York City •
We showed up in New York City, pointing out all the irony we could find and driving consumers to learn more about The Un-ironic Iron using guerrilla arrows that I designed.

Past Future Present •
We were also inspired to create these fun transitional banner ads as well, urging our audience to leave traditional iron supplements in the past, and look to Accrufer for a better future.

| AUDIO PRODUCTION

The Ironic Phone Call •
We used audio to bring the irony of a broken down tow truck to life and extend user engagement with our print piece.

| PRINT PRODUCTION

The Ironic Print Ads •
As you can see, where our audio comes from — our ironic print ads: we captured a series of ironic situations shot by the talented Johnny Valentine and featured them across several printed materials where my role as lead designer began.

Supervising Creative Team •
Jeff Weston | SVP, Group Creative Director, Art
Madeline Way | VP, Creative Director, Copy
Ash Winter-Best | Group Art Supervisor
Kayla Schwab

 | Group Copy Supervisor

Junior Creative Team •
Nico Angervall | Senior Art Director
Lauren Weiss | Senior Copy Writer
Kelly Moulds | Product Designer

Client • Accrufer