Jobst: Defy Gravity
Campaign Overview
JOBST wanted to put an end to the stigmas around venous and lymphatic conditions and alleviate the weight of discomfort for millions of patients the world over.
We launched its new creative platform, ‘Defy Gravity’, with a film that brought together real patients in a gravity-defying artistic swimming performance. By showing what it’s like to live with venous and lymphatic conditions, global awareness rocketed and our ‘Unsynchronized’ swimming heroes felt seen. We also designed a Cannes-winning typeface for the campaign that changes shape as you type to symbolise the people we were representing: ‘Irregular Bold’.
Results
Awareness increased by more than 4.7% in key markets
85% increase in product searches
