CLIENT
RB Health
Imran Yousef, Associate Director, Innovation
Gregory Chabidon, Vice President & General Manager, Global VMS
Brian Dolan, Brand Marketing Director
Diana Mihai, Senior Brand Manager
Hayden Spencer, Associate Brand Manager
AGENCY
Zulay Tomasiello , SVP, Group Strategy Director, McCann Health New York
Elissa Aguirre , VP, Strategy Director, McCann Health New York
Leo Tarkovsky , President, McCann Health New York
Matt Eastwood, Global Chief Creative Officer, McCann Health New York
John Danbeck, SVP, Group Account Director, McCann Health New York
Erica Yahr , Chief Strategy Officer, McCann Health New York
June Laffey, Chief Creative Officer, McCann Health New York
Ryan Potter, Senior Art Director, McCann Health New York
Oliver Trower, VP, Creative Director, McCann Health New York
Priscila Ramos, Senior Copywriter, McCann Health New York
Heather Olson, Account Director, McCann Health New York
Dave Herman, SVP Executive Producer
Loly McIndoe, Senior Producer
Regine LeConte, Senior Project Manager
Lauren Galasso Torres, Account Supervisor
Zenith
Evoke Health New York
SUMMARY
To launch into a category rife with skepticism and dominated by one brand, Neuriva leveraged a universal insight that humanized brain performance and made supplementation something for everyone—not just those with memory issues. We realized it’s only when our brain wows us—for good or for bad—that we connect emotionally with it. Our campaign brought this to life through a series of brain fails and victories that connected with a new, younger, engaged consumer—putting us on a path to overtaking our competition within 4 months of launch.
