The Challenge Head lice are stressful and "uncomfortable." For NYDA, the German market leader, the goal was to move past sterile, medical-only communication and create something parents actually wanted to engage with.
My Role: Senior Creative Concepter (at Philipp und Keuntje) I transformed a clinical treatment into a relatable, human story. My focus was on bridging the gap between pharmaceutical efficacy and everyday parenting struggles.
The Strategy: "Make them NYDA"
Personification: We gave the "enemy" a face with pesky lice characters, using humor to diffuse a high-stress situation.
The 10-Minute Promise: Positioned the product as a "time-saver" rather than just a chemical solution.
Visual Shift: Replaced "pharmacy-boring" with a bold, modern, and empowering aesthetic.
The Result:
We turned a taboo topic into a proactive brand experience. By shifting the narrative from "infestation" to "victory," we reinforced NYDA's #1 position with a clear, catchy call to action: "Läuse nerven. Mach sie NYDA!"
We turned a taboo topic into a proactive brand experience. By shifting the narrative from "infestation" to "victory," we reinforced NYDA's #1 position with a clear, catchy call to action: "Läuse nerven. Mach sie NYDA!"
Role: senior creative concept
Team: A multidisciplinary team ranging from a copywriter, an art director and a motion designer.
Team: A multidisciplinary team ranging from a copywriter, an art director and a motion designer.
