Most Athlete’s Foot campaigns look identical – gym locker rooms and blue CGI scans. So T&P took its campaign for new patented treatment, Lamisil ONCE, in an entirely different direction, with the campaign film directed by duo, The Martians. When you have severe Athlete’s Foot, its intense discomfort makes it difficult to think about anything else.

Ove a third of sufferers ignore symptoms until they get to that point. Feet are, literally, the furthest thing from your head. Until the itch gets so bad it takes over your mind. Karo Healthcare and T&P used that to develop the global brand platform, Get Feet Off Your Mind.

The key to the campaign’s effectiveness wasn’t just proving efficacy, but helping people overcome the cycle of avoidance. Moving beyond category norms that fixate solely on physical discomfort, the campaign addresses the mental burden of Athlete’s Foot, using surreal humour to dramatise the feeling of having feet on your mind and positioning Lamisil as the effective, empathetic solution. The new launch campaign plays into the pareidolia phenomenon – where fixating on something causes the visual cortex to project mental imagery or “shapes” onto abstract thoughts. Scenes in the spot playfully visualise how sufferers of Athlete’s Foot are reminded of feet everywhere they go.

With an art department that painstakingly carved feet from all types of materials and a crescendoing Michael-Bay-inspired shot, the spot stands out in a category that has long relied on gym locker room scenes and CGI cutaways.

Creatives Sam Collins & Ivan Stanojevic commented, “In what is a typically clinical category, we wanted to dramatise the lived reality of Athlete’s Foot sufferers in a more playful way. Like having an ulcer or a sty, Athlete’s Foot persistently plays on peoples’ minds – and bringing this fact to life withfoot-shaped patisseries, cakes, peppers, rocks and even a 10ft. pothole was a toe-tal joy.”

The platform is already delivering results. Approximately halfway through the campaign, sales trends in the UK and Germany (the two biggest markets for the brand) are exceptionally strong, with Lamisil Germany recording recording +6% value and +6.6% volume growth & Lamisil UK up +4.9% value growth and +4.4% volume growth since campaign start.

The campaign is running globally across TV, out of home, social, digital and in store.

Credits:
Client: Karo Healthcare
Global Portfolio Category Manager Consumer Healthcare: Estel Filella
Chief Marketing Officer: Sally Perry
VP Head of Design & Creative: Steve Binding
Global Design Lead: Danielle McCann
Content Director: Helena Sugden
Digital Marketing Manager: Rogan Costello
Global Senior Brand Manager: Jess Phipps

Agency: T&P
Global Partner: Jack Swayne
Global ECD: Andre Moreira
Creative Directors: Ryan Delaney, Emma Thomas
Copywriter: Sam Collins
Art Director: Ivan Stanojevic
Head of Planning: Neil GoodladPlanning Director: Matt Shaw
Senior Planner: Georgia Ion
Business Director: Alexandra Pinder
Account Director: Jake Batty
Head of Production: Thea Evely
Producer: Dillon Palmer

Production Company: Push Films
Directors: The Martians
Executive Producer: Manuel Santiago
Production Coordinator: Rita Guerreiro
Production Manager: Gonçalo Vaz
Director of Photography: Matthew Emvin Taylor
Editors: Tiago Garcia

Post Production: Push VFX
Post Producer: Rita Guerreiro
VFX Supervisor: Pedro Motta
CG Supervisor: Pedro Motta
Lead Compositor: Duarte Gandum
Motion Design: Fernão Gonçalves

Audio Post Production: Creative Outpost
Audio Producer: Caroline McNulty
Sound Engineer: Tom Lane