The key objective of the campaign was to inform the Swiss population that hay fever can strike anytime, anywhere–especially when pollen season is right around the corner. One of the main challenges was to portray a relatively unspectacular product in a way that would grab people’s attention immediately.

The final design had to impressively depict the devious nature of hay fever and its consequences. A dark and dodgy alley seemed to be the perfect location for a cowardly floral ambush. The plants’ menacing-looking faces increase the feeling of unease and imminent danger in this already dark and threatening atmosphere.

The head-turning look of the campaign achieved its goal and this rather unusual way of advertising a well-known and everyday product proved to play out just as intended: The visuals attracted a lot of attention leading to a significant increase both in sales as well as in general inquiries in pharmacies and drug stores.