2020/2021 Winners & Shortlists

Write a short summary of what happens in the film

The film humorously plays on two metaphors to express Ten Herb’s effectiveness. One is the long wait and anticipation that people with constipation feel, and the other is the dynamic overlay of being able to “dive into life”. We see people of different age groups and genders standing atop a diving board, patiently waiting, until the film ends with relief.

Cultural / Context information for the jury

Constipation is no laughing matter, and not a case people enjoy talking or communicating about as it’s perceived to be deeply personal and embarrassing. Our take was a funny one for Ten Herbs, which promises to provide fast-acting relief and get things moving again.

Please tell us about the challenger brand and how your campaign challenged / was different from your competitors

The campaign tackles a rather serious and taboo subject dominated by big brands that have led the conversation on a serious dry path. In order for Ten Herbs, a smaller brand, to break through and mark its presence, it took the path less traveled by. Instead of complying with the tone set by the giants of the category it opted for humor, tension, and element of surprise. The film itself brings relief to a hard matter just like the product it advertises, and this resonated well with the target the viewers which gave Ten Herbs a new found popularity amongst the target audience.