Astrazeneca created an unbranded website called BreathFinder.com. Our goal was to create a series of disruptive social ads that would grab the attention of complacent asthmatics to reassess their asthma management via the Breath Finder quiz. The quiz would help these people discover what their asthmatic triggers were. We landed on two different approaches to move forward with.
The first approach was to create a series of ads that imagine triggers as dangerous monsters with the potential to attack at any moment.
The second approach was to create a series of ad parodies or “fake ads” based on the topics of triggers that an asthmatic audience would be searching for instead of asthma management.