Bayer Schering Pharma: In-Bed

Working within a traditionally conservative sector, Profero were challenged by Bayer Schering Pharma to reach an audience of 40+ men and tackle a highly sensitive subject about which millions of men around the world find it difficult to talk let alone seek help: Erectile Dysfunction (ED). To do this meant demonstrating that pharma marketing could be a leader in the digital field.The In-Bed website includes invaluable professional information on erectile dysfunction (ED), how to approach your doctor about the condition and the importance of talking to your partner about any related sexual performance problems. Together Aardman and Profero created Dennis, a character who not only offers a light-hearted window onto a serious subject but also provides a personality around whom they can empathise and connect. In “one man’s journey from droop to Don Juan” Aardman have taken Dennis and animated a series of eight, brilliant 30 second short films detailing chapters in his life, from the realisation that he is suffering from erectile dysfunction to the strains that this puts on his private life and, ultimately, the steps he takes to a reach a solution and restore his confidence. In addition, there is also an interview with the world renowned and celebrated sexual relationship advisor, Dr. Ruth, who contributed independently to the campaign, and a “leaked” sex tape of Dennis’s “full recovery”. The character of Dennis is truthful, honest and humorous and the perfect means to tackle such an important topic. Overall the website takes a refreshing and innovative approach to a challenging human issue by utilising the best in digital thinking and creative expertise.