The Pharex Naproxen Sodium campaign cleverly and sadly reads, "Joint pain is a joint pain." It shows that such an affliction isn't felt just by the sufferer, but also by his or her loved ones. Illustrating this truth is a couple of serious images in which the sufferer's joints are fused with the person they care about most, be it their daughter or wife.
Conceived and executed by DDB DM9JaymeSyfu, an ad agency based in Makati, The Philippines, the Pharex Naproxen Sodium campaign was art directed by Biboy Royong with creative direction by Aste Gutierrez and Eugene Demata. It was shot completely in black and white by photographer Ruel Arnedo and illustrated by artist Allan Montayre.
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