Strategy, Commercial, Film
Moments of empathy
GlaxoSmithKline approached Little Red Robot seeking breakout creative that could help light the path to a creative strategy for their popular over-the-counter dry mouth remedy, Biotène. GSK provided Little Red Robot with some great research and data and one of the insights was that caregivers could be a potential segment to market to, instead the symptom haver.
LRR felt this was a very unique approach, as GSK had not marketed to caregivers before, but always to the industry norm of finding the symptom-haver and then giving them a reason to believe in a product solution.
The audience we were targeting was caregivers, who are not professional caregivers, but people providing care for someone else, unpaid, as a matter of support of a family member, neighbor or friend perhaps. And that this group is big, about 40.4 million in the US alone.
So we set out to capture these often hard to describe, hard to capture in pictures or words, moments of empathy where someone is receiving goodness from these beautiful humans that provide care for them. To do this Little Red Robot directed and produced a live-action and photography shoot capturing dozens of vignettes between all types of people relying on the expert cinematography of DP Zak Mulligan (HBO’s The Outsider, House of Cards).
Little Red Robot created a suite of content that included :60 second anthem, a :30 second spot, 3 x :15 second spots, 5 x :6 second spots for social media including 9:16s for IG stories, with all editorial and finishing happening at LRR’s state of the art NYC office. GSK was to the moon with their most effective campaign for Biotène to date.