SANOFI
Untie Your Belly, Untie Your Life.
TVC & Online Advertisement / Layout, Concepting, Design, Social Media, Storyboarding
Agency: MRM McCann, Madrid / Creative Director: Álvaro Junquera - Manuel Manceda
Worked for 3 years with Sanofi over the course of three years to build and shape the creative world of their gastrointestinal brands: Buscopan, Buscomint, and NOSPA. From strategic brand storytelling to the development of distinctive visual identities and campaigns, I was deeply involved in bringing these products to life across various channels.
BUSCOPAN
The "Untie Your Belly, Untie Your Life" campaign by Buscopan was designed to resonate with individuals who frequently experience stomach cramps, bloating, and other digestive discomforts.
The campaign used the metaphor of feeling “tied up” or restricted by belly pain and showcased how Buscopan helps to release these physical tensions, freeing people to live their lives without the constant interruption of discomfort.
Through this simple yet relatable visual of a belly being tied up, the campaign emphasized that Buscopan provides relief, helping people regain their freedom and live without limits imposed by digestive issues.
In addition to the core message, the campaign was paired with dynamic visual storytelling across various media platforms, portraying individuals transitioning from being constrained by pain to feeling liberated once the tension is metaphorically "untied." This powerful narrative, backed by the tagline “Untie Your Belly, Untie Your Life,” effectively reinforced the brand’s promise of delivering fast and targeted relief, positioning Buscopan as a trusted ally in digestive health.
NOSPA
The "Untie Your Belly, Untie Your Life" campaign by No-Spa is designed to target individuals dealing with abdominal cramps and spasms, which often limit their ability to go about their daily activities freely.
The campaign uses the visual metaphor of a tied-up belly to represent the discomfort and restriction caused by muscle spasms. Through No-Spa’s muscle relaxant formula, the message emphasizes how relieving these spasms can "untie" both the body and life, allowing individuals to regain their freedom from pain and discomfort.
BUSCOMINT
The "Untie Your Life from IBS" campaign by Buscomint addresses the daily struggles faced by individuals suffering from Irritable Bowel Syndrome (IBS). With a focus on the metaphor of being "tied down" by IBS symptoms such as cramps, bloating, and discomfort, the campaign highlights how Buscomint provides relief by relaxing the intestinal muscles.
