Insight: Emergency contraceptives are still taboo and controversial to some people,
even with over-the-counter options like Julie, which saves you some of that awkwardness when buying the pill.
even with over-the-counter options like Julie, which saves you some of that awkwardness when buying the pill.
Approach: Use Julie's unapologetic humor to let users know that not everything in life has to be positive...and that's okay.
Negative merch for campaign buzz and engagement
Party's Over - 20s Spot
A college girl wakes up from last night’s casual encounter with a guy and realizes they didn’t use protection, so she takes a Julie pill. As she swallows the pill, we zoom into the inside of her Fallopian tubes to see what’s going on.
And what’s going on is a metaphor for how our emergency contraception works:
And what’s going on is a metaphor for how our emergency contraception works:
The Fallopian tubes resemble a nightclub, and the Julie pill has taken the human shape of a bouncer, who is there to kick out all the guys (metaphor for sperms) who are trying to get with a hot girl (metaphor for The Egg) by the bar.