Nasal congestion is not just an “inconvenience,” but a condition that can knock a person out of their usual rhythm of life. In Uzbekistan, the scale of this problem is impressive: Every adult suffers from acute respiratory viral infections on average 2-4 times a year, and almost always one of the main symptoms is nasal congestion. Allergic rhinitis affects almost 1% of the population, and this figure is growing due to the deterioration of the environmental situation and the growth of urbanization. With a cold or allergy, nasal congestion lasts on average 3-4 days, seriously affecting sleep, productivity and overall quality of life.
Problem
The task was not just to tell about the drug "Rinoksil", but to show the viewer a familiar feeling - to convey internal discomfort so that it becomes tangible and emotionally strong. What millions of people feel as "the inability to breathe freely" we turned into the central idea of the commercial for the spray Rinoksil Formula+
Solution
We decided to show the problem through the metaphor of claustrophobia: a cramped room, no signal, muffled sounds, handkerchiefs coming out of sockets and no air. This visual metaphor conveys the internal state of a person with a stuffy nose.The key idea of the video is "Rinoksil as a key to freedom of breathing." One breath of the spray transforms the space: the walls move apart, the light bursts in, the air fills the room, and the heroine smiles for the first time in a long time. So the viewer feels not only the medical effect, but also emotional liberation.
Result
The created video allowed the brand to go beyond the clichéd solutions of pharmaceutical advertising. Instead of a straightforward image of a runny nose, we showed the feeling of illness through art - which made the video emotionally catchy and viral. Implementation results: Increased brand memorability thanks to a strong visual metaphor ("the key to nasal congestion"). Formation of an emotional connection with the consumer through a universal image of freedom. Distinguishing Rinoksil from competitors and strengthening its image as a modern brand No. 1 in the category of nasal sprays in Uzbekistan.
