2008 BRONZE

HEALTHCARE, PRODUCTS & SERVICES

MEN WITH CRAMPS

THERMACARE, PROCTER & GAMBLE

Meredith Yacso, Brand Dir.
Stephen Fusi, Asst. Brand Mgr.

PUBLICIS USA

John Baker, VP-Acct. Dir.
Gail Hollander, Exec. VP-Global Equity Dir.
Bertrand Garbassi, Creative Dir.

BRIDGE WORLDWIDE

Nico Coetzee, Acct. Exec.
Dave Malley, Creative Dir.

DEVRIES PUBLIC RELATIONS

Sonal Vasudev, Acct. Dir.

KIRT GUNN & ASSOCIATES

Kirt Gunn, Owner-Pres.

SMG/MEDIAVEST

Robert Salomone, Digital Mgr.

ThermaCare's viral campaign Men With Cramps got the conversation started about menstrual cramps by turning convention on its head. We empathized with women suffering from menstrual cramps and decided to do something women have wanted to do years: give menstrual cramps to men. Garnering a great deal of media attention, press, online buzz and chatter, we reversed sales declines by over 50%.