Description

Hemorrhoids is a disease condition that always appears suddenly. People don’t know how to treat it and often feel too embarrassed to visit a doctor. The subject is silenced in society, even though it affects millions.

The challenge was clear: how do we make people switch from ineffective traditional remedies to the proven and effective treatment — Phlebodia 600?

We chose to act the same way hemorrhoids do — suddenly. The campaign was built on the idea that “Hemorrhoids” started appearing where people least expected them. Behind the wheel — hemorrhoids. Scrolling through Reels — hemorrhoids. At the ice cream counter, on the bus, in the office, with bloggers, on podcasts, in restaurants, and even on Broadway — Hemorrhoids was everywhere.

We turned the disease into a character that literally followed people, intruding into their daily lives. This approach made the problem visible, broke the taboo, and transformed “Hemorrhoids” into a viral cultural symbol. For the first time, people not only noticed it but also openly discussed it — something that once seemed impossible.

The campaign went viral, reaching over 15 million people. The media amplified the idea, bloggers integrated it into their content, and ordinary people began recognizing “Hemorrhoids” in their everyday surroundings. Most importantly, the campaign helped break the silence: a topic that was usually hidden became part of the national conversation.

For the brand, this translated into tangible business results — sales of Phlebodia 600 increased by 71%. The campaign proved that even the most uncomfortable subjects can be turned into powerful communication tools when approached with boldness and creativity.

Release date: November 2024

Credits

Agency: Synthesis 
Creative Director – Farrukh Sharif
Independent creative director – Denis Eliseev 
Managing Partner, CSD – Alina Mirzaeva
Creative Copywriter – Sadoqat Sultanmuratova
Copywriter – Sergey Gorobtsov
Copywriter – Shohruh Jamoliddinov
Copywriter – Anora Sabirova
Art Director – Vlada Idunova
Designer – Javlon Rakhimjanov
Designer – Sabrina Akrami
Account Manager – Anna Kim
Account Manager – Liya Gerasimova
Account Manager – Daria Gerasimova
Account manager – Valeria Shamakova

Client: Laboratoire Innothera International 
Global Brand Manager – Dina Ozsayin
Head of the representative office – Guli Azizova
Marketing Manager – Firuza Khikmatova

Production: Lunar
Producer – Bogdan Frolov
Executive Producer – Aselya Idayatova 
Director – Ivan Proskuryakov 
DOP – Boris Litovchenko 
1AD – Kamila Khalilova
Production Designer – Mia Mubinova 
Props Master – Alex Dimidov 
Location Manager – Timur Sagigov
Casting Director – Davlat Norbutaev
Costume Designer – Shakhnоza Muratova
Makeup Artist – Asya Osipyants 
Sound Recordist – Rashid Obidov 
Post-production Manager – Kristina Khabarova
Editor – Khodjiakbar Lutfullaev 
Technical Editing – Kristina Khabarova 
Clean-Up / VFX – Aidos Kenzheev, Saddat Pirzhanov
Sound Design / SFX / Recording Studio – Donier Abdullakhanov
Color Grading – Color Kitchen Studio
Administration – Ibrokhim Jalilov 
Service Manager – Aziz Rakhimov
Gaffer – Vlad Museev
Camera – Khurshid Khoshimov
Lighting – Bayram Film 
Focus Puller / Lenses – Pavel Ryzhkov
Monitors – Pro Playback

Production: CCH
Creative producer – Mirolim Obidov 
Yasmin Khamidova – Executive producer 
Editor – Sanjarbek Toirjonov 
DOP – Rakhimov Amin