The Challenge:
52% of men suffer from Erectile Dysfunction and 75% of those men not willing to seek treatment through traditional means. Canadian men need to know that Phoenix offers a discreet and convenient solution to fulfil their comeback story .
The Insight:
To best speak to our difficult to reach target audience about a seemingly ‘embarrassing’ topic, I chose to lean into a well-known sports reference: The Comeback. Men faced with ED struggle to feel like the men they once were. But they just need some encouragement to claim their own comeback story. To get out of their own way, so that they can live proudly as the man they are today, but with the confidence of their best days.
The Execution:
Creatively, this work was executed through the lens of confidence, which has been the key to any successful comeback in history. The work launched during the 2024 Super Bowl and is currently on TV.
