The Janssen Invokana Diabetes Treatment ad campaign is strangely sweet, although the strange part of the equation isn't immediately discernible. It revolves around urination, yet instead of capturing wet yellow stains, the images involves large desserts including cupcakes, donuts and cheesecake. These desserts are meant to symbolize getting "rid of sugar excess every time you pee" in order to better control type 2 diabetes.
Conceived and executed by an ad agency based in McCann, Mexico City, Mexico, the Janssen Invokana Diabetes Treatment ad campaign was art directed by Pablo Motta with creative direction by Javi Carro and Gonzalo Quinteros. The subtle surreal images were shot by photographer Diego Arrigoni and post produced by Juan Pulido. Although it deals with a very serious disease, one that many suffer from, the campaign makes it lighthearted.
Key Themes Behind This Trend
- Sweet-urination
- Creating sweet and quirky ads for sensitive medical issues, like type 2 diabetes, using humor and visual puns.
- Edible-health
- Combining health treatments with sweet indulgences, like desserts, to improve consumer compliance and engagement.
- Surreal-imagery
- Using surreal and unconventional visuals in advertising campaigns to capture consumers' attention and differentiate from competitors.
Where This Applies
- Pharmaceuticals
- Pharmaceutical companies can disrupt traditional advertising methods and create more engaging and memorable campaigns for serious medical issues.
- Food and Beverage
- Food and beverage companies can innovate by creating healthy and functional products that taste like indulgences, such as low-sugar desserts for consumers with type 2 diabetes.
- Marketing and Advertising
- Marketing and advertising industries can explore unconventional and immersive approaches to creating brand awareness and driving consumer engagement, like using surreal visuals in campaigns.
