Cannes Lions 2016



SILVER – Education & Awareness: Broadcast: Film

BRONZE – OTC Oral Medicines: Broadcast: Film

BRONZE – OTC Oral Medicines: Direct, Promo, Activation

4 x SHORTLIST – Film – Cinematography, Integrated Digital Campaign, Small Business

Eurobest 2016

BRONZE – Excedrin, The Migraine Experience – OTC ORAL MEDICINES

EPICA 2016





BRONZE – Online Campaigns: Health, Beauty & Fashion

BRONZE – Virtual Reality

3 x SHORTLIST – Integrated Campaigns, Creative Technology, Online & Viral Films

Clio Health 2016

SILVER – Excedrin, The Migraine Experience – Innovation – Health & Wellness: Over-the-Counter

BRONZE – Excedrin – Digital/Mobile Technique – User Experience: Direct to Consumers

SHORTLIST – Excedrin – Film – Health & Wellness: Over-the-Counter

RX Club Awards 2016

GOLD – Commercial Campaign

2 x AWARD OF EXCELLENCE – Best Integrated Campaign, Mobile Applications

Creative Floor Awards 2016

WINNER – Best Digital Tactic



To tackle migraine sufferers’ biggest frustration — not being understood. An estimated 36 million Americans suffer from migraines, but most people think they’re just bad headaches.


“I want my loved ones, my colleagues, to finally understand, to see what I am going through when I have a migraine. I want them to see how debilitating migraine can be.”

Our strategy was rooted in the above insight and the strong belief that migraine sufferers should be involved through the whole process.

Creative idea

Virtual reality is often used to transport people into imaginary worlds, but never before has it been used to transport people into someone else’s head to experience visual symptoms of migraine through their eyes.

For the first time, we were able to change non-sufferers’ perspectives on migraine, and show what migraine sufferers go through during a migraine attack.

To open people’s eyes to the true impact of migraines, we’ve developed the world’s first augmented reality migraine simulator to show non-sufferers what a migraine really looks like, so that sufferers can finally feel understood… because seeing is believing.


The migraine simulator was built using a virtual reality headset and twin mounted HD cameras. A real-time video feed was streamed into the touch designer software, which we then programmed to overlay personalised migraine symptoms onto the screens within the VR headset.

We then teamed migraine sufferers with the VR developers in order to recreate the exact visual symptoms of their migraines. We challenged friends, family and coworkers of four migraine sufferers to take on the visual symptoms of a migraine as part of a regular day.

We filmed them experiencing the symptoms in a variety of environments, from a crowded cafe to a busy subway train, creating “The Migraine Experience,” a wealth of content that demonstrated the true impact of migraines.


“The Migraine Experience” campaign was launched in the US on April 4, 2016 on TV and online.

We deepened the understanding and sparked hundreds of thousands of new conversations among migraine sufferers and non-sufferers about what really happens during a migraine attack.

In the first three weeks we saw:

• 400MM impressions from 294 placements

• 3.9MM views on YouTube

• The campaign doubled the number of people who had heard of Excedrin through YouTube

• 1.49MM hours of brand exposure

• 18.4k hours of brand interaction time, which is the equivalent to watching the video nonstop for more than two years


During the project I was responsible for the art direction, storytelling, design.


Michal Kaminski