Having John Cleese Is a Very Good Start
Having John Cleese Is a Very Good Start
Having John Cleese Is a Very Good Start
Type
Promotional Video
Type
Promotional Video
Type
Promotional Video
Timeframe
3 weeks
Timeframe
3 weeks
Timeframe
3 weeks
Overview
Overview
Overview
HEAL Gel was a healthcare startup offering a range of products for post surgery recovery by reducing swelling and aiding the healing process following plastic and reconstructive procedures. Entering a category dominated by large, well funded brands, the team needed a way to build awareness and credibility without competing on media spend.
HEAL Gel was a healthcare startup offering a range of products for post surgery recovery by reducing swelling and aiding the healing process following plastic and reconstructive procedures. Entering a category dominated by large, well funded brands, the team needed a way to build awareness and credibility without competing on media spend.
HEAL Gel was a healthcare startup offering a range of products for post surgery recovery by reducing swelling and aiding the healing process following plastic and reconstructive procedures. Entering a category dominated by large, well funded brands, the team needed a way to build awareness and credibility without competing on media spend.
/01
/01
/01
Challenge
Challenge
Challenge
The post surgery recovery market is dominated by established brands with significant advertising budgets and entrenched medical distribution networks. As an early stage brand, HEAL Gel needed to break through this noise and create momentum using limited resources.
The objective was to generate awareness, spark social sharing, and drive measurable sales impact without relying on large scale paid media. Any campaign needed to feel credible within a medical context while still being engaging enough to travel organically across social channels.
The post surgery recovery market is dominated by established brands with significant advertising budgets and entrenched medical distribution networks. As an early stage brand, HEAL Gel needed to break through this noise and create momentum using limited resources.
The objective was to generate awareness, spark social sharing, and drive measurable sales impact without relying on large scale paid media. Any campaign needed to feel credible within a medical context while still being engaging enough to travel organically across social channels.
The post surgery recovery market is dominated by established brands with significant advertising budgets and entrenched medical distribution networks. As an early stage brand, HEAL Gel needed to break through this noise and create momentum using limited resources.
The objective was to generate awareness, spark social sharing, and drive measurable sales impact without relying on large scale paid media. Any campaign needed to feel credible within a medical context while still being engaging enough to travel organically across social channels.
/02
/02
/02
Approach
Approach
Approach
Rather than competing on paid reach, we focused on earned attention through culturally relevant partnership. Through an authentic customer relationship, the client secured participation from the late John Cleese, who agreed to appear in a promotional video in exchange for free product.
We developed a fast paced, highly shareable campaign video that captured his distinctive comedic tone while clearly communicating the product benefits. The script balanced humor with credibility, delivering a memorable testimonial style narrative that educated viewers on recovery benefits and product differentiation without feeling like a traditional advertisement.
The campaign was designed specifically for social distribution and short form consumption. A dedicated campaign URL was used to track engagement and attribute conversion directly to the video, allowing performance to be measured without relying on broad media analytics.
Rather than competing on paid reach, we focused on earned attention through culturally relevant partnership. Through an authentic customer relationship, the client secured participation from the late John Cleese, who agreed to appear in a promotional video in exchange for free product.
We developed a fast paced, highly shareable campaign video that captured his distinctive comedic tone while clearly communicating the product benefits. The script balanced humor with credibility, delivering a memorable testimonial style narrative that educated viewers on recovery benefits and product differentiation without feeling like a traditional advertisement.
The campaign was designed specifically for social distribution and short form consumption. A dedicated campaign URL was used to track engagement and attribute conversion directly to the video, allowing performance to be measured without relying on broad media analytics.
Rather than competing on paid reach, we focused on earned attention through culturally relevant partnership. Through an authentic customer relationship, the client secured participation from the late John Cleese, who agreed to appear in a promotional video in exchange for free product.
We developed a fast paced, highly shareable campaign video that captured his distinctive comedic tone while clearly communicating the product benefits. The script balanced humor with credibility, delivering a memorable testimonial style narrative that educated viewers on recovery benefits and product differentiation without feeling like a traditional advertisement.
The campaign was designed specifically for social distribution and short form consumption. A dedicated campaign URL was used to track engagement and attribute conversion directly to the video, allowing performance to be measured without relying on broad media analytics.
/03
/03
/03
Results
Results
Results
The video reached 11,000 views within the first six weeks on YouTube and drove a measurable increase in product sales, generating strong awareness and social engagement.
The video reached 11,000 views within the first six weeks on YouTube and drove a measurable increase in product sales, generating strong awareness and social engagement.
The video reached 11,000 views within the first six weeks on YouTube and drove a measurable increase in product sales, generating strong awareness and social engagement.
Organic Views on YouTube within six weeks
11,000
11,000
Delivered a measurable increase in online sales
78%
78%
/04
/04
/04
The campaign demonstrated that earned attention and smart creative partnerships could outperform paid scale for an emerging healthcare brand.
The campaign demonstrated that earned attention and smart creative partnerships could outperform paid scale for an emerging healthcare brand.
The campaign demonstrated that earned attention and smart creative partnerships could outperform paid scale for an emerging healthcare brand.
Creative Direction
Caroline Muir
Director
Lisa Torres
Creative Direction
Caroline Muir
Director
Lisa Torres
Creative Direction
Caroline Muir
Director
Lisa Torres
Animation / Interactive Design
Making Engineering Visible
Complex engineering needs to be clearly understood to be appreciated. Kimberly-Clark partnered with us to transform a traditionally physical product demonstration into a scalable digital experience that supported sales, marketing, and customer education.
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