United States

2020

Antares XYOSTED: Life is Messy

Entrant Company

HEARTBEAT

Category

Social Media

Client's Name

Antares Pharma

Sub-Category

Social Media Campaign

How do you convince men that XYOSTED is a better way to treat low testosterone? Available treatments were universally inconvenient. Injections are painful and clumsy. Gels & topicals? Gross & messy. And don’t even think about hugging your wife or taking a shower after you put them on. Men were frustrated, in research their complaints came through loud and clear. But what surprised us was the energy around these sentiments: they seemed to accept the drawbacks with amusement and self-deprecation, sharing tips and tricks to work around the all-too-prevalent product shortcomings. Their discussions were extensive, supportive, and often laugh-out-loud funny. So we leaned into the mess of our competitors’ treatment flaws, with humor and inclusiveness, to create comic camaraderie around demand for a better testosterone treatment. Life can be frustrating enough without the added nuisance of an inefficient or ineffective testosterone therapy. With XYOSTED, “it doesn’t have to be.” -- We brought our Creative Strategy to life by pairing clear copy (i.e., “Life is messy” and “Life is painful”) with ridiculous visuals of men getting their butts generally kicked by life, and leveraged our social media know-how to develop images that would have stopping power on the medium. This meant exaggerated facial expressions, arresting colors, and laughable, sharable scenarios. After drawing the audience in with situational humor, we left them with the message “It doesn’t have to be”, opening the door for the branded launch of XYOSTED and a life without the constant frustration of inconvenient and ineffective Low T treatments.

Credits

Senior Director of Marketing (Antares Pharma)
Henry Singer
VP of Marketing (Antares Pharma)
Amy Welsh
Director of Marketing (Antares Pharma)
Jeffrey Moyer
EVP, Strategic Capabilities (Heartbeat)
Lisa Varshney
Executive Creative Director (Heartbeat)
James Talerico
Group Creative Director (Heartbeat)
Dan Daley
Art Director (Heartbeat)
Maggie Emerson
Copywriter (Heartbeat)
Kelley Steitz
Media Supervisor (Heartbeat)
Tara Milton
Associate Director of Production (Heartbeat)
Seryi Betancourt
Strategy Manager (Heartbeat)
Sadia Ali
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