The COOLIEF* Visibly Painful campaign was created to accurately portray a patient’s condition by showing an arrow in the knee, highlighting that patients should do something about their pain, and not try to just get by. The campaign demonstrates empathy while at the same time urging patients to find a better solution.
SVP, Creative Director: Noah Lowenthal
Creative Director: Eric Pernod
Creative Director: Ayubu Azizi
Art Supervisor: Steph Krout
Copy Supervisor: Jeff Baffico