Smecta (Iprikene in South America)
Campaign: The Complete Treatment
Directors: Made by Practice

Going to the loo is something we do naturally every day. And when diarrhea strikes, we may guess that it’s because of something we ate, stress, or some kind of bug. But one thing is for sure. Our body is telling us that something is wrong inside and it’s trying to fight back.

We developed a new approach for the brand, that stepped away from typical ‘poo’ jokes and focussed on the reality of the problem, an out of sorts tummy.

The response needed to educational yet playful that could flex across multiple markets (China, France + South America). Say hello to our dynamic trio of helpers that work together to sort out our gurgling tum - unlike other brands, Smecta doesn’t just stop diarrhea, it delves deeper to actually fix the problem.