How do you create an advertising campaign about a topic no one wants to talk about? That was the assignment for Arnold Worldwide when they took on the pharmaceutical company, Furlex LLC and its new drug, Viberzi, developed to treat IBS-D. The creatives at Arnold decided to build the campaign around Irritabelle, described by Adweek as ” your irritable bowel sidekick.” Personifying a condition such as this with a little humor can go a long way to help open up the discussion on how to treat it. Photographer Zack Seckler was hired for his sense of humor and storytelling skills to capture Irritabelle, who is constantly at the patient’s side disrupting her day.
