ADVIL: NATIONAL PICKLEBALL DAY

AGENCY

Team Epiphany - 2024

SKILLS

Strategy, experiential creative, influencer and social strategy

SUMMARY

Advil tasked us with promoting their new product, Targeted Relief, a topical pain ointment for injured muscles. We expanded the idea of ‘relief’ from just physical comfort to a holistic state of mind, body, and soul, unlocking a broader, more resonant message.

Pickleball, a booming sport with a surprising $377 million in injury-related healthcare costs in 2023, offered the perfect platform. Beyond physical injuries, the sport’s rapid growth has sparked cultural clashes over court usage and the annoying sound of paddles—pains we could humorously address to join the broader conversation in a clever, relatable way.

Our campaign included hosting a summer tournament at Brooklyn Bridge Park’s Pier 2 with demo stations, content with top players and seeding kits for influencers.