The Problem

Checking glucose traditionally meant repeatedly pricking your finger. Dexcom removed the need for routine fingersticks, but talking about medical technology like medical technology wasn't going to make anyone care.

The Shift

Instead of talking about the prick you no longer needed, we talked about all the other pricks you could happily live without.

The Idea

The world is already full of pricks.
A radio and digital campaign built around painfully recognisable people: oversharing travellers, fist-bumpers and other everyday irritants.

Payoff

The idea was considered too provocative for mainstream radio, so it found a home on Spotify and digital radio instead. Somehow, being banned made a campaign about pricks even better.

Then the awards started arriving:
Cannes Lions 2018 — Gold Lion, Radio & Audio, Healthcare
Cannes Lions 2018 — Silver Lion, Radio & Audio, Script
Cannes Lions 2018 — Bronze Lion, Radio & Audio, Casting & Performance
Lions Health 2018 — Silver Lion, Health & Wellness, OTC Products / Devices

D&AD 2019 — 2 Graphite Pencils + 3 Wood Pencils, across No Needles, Mindhole and Fistbump, spanning Writing for Advertising and Radio & Audio.