WHAT WE’VE DONE

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Lamisil

This campaign used an anti-mascot to take a languishing brand and turn it into a billion dollar "baby". Easy to hate, but impossible to ignore, the dermatophyte "Digger" educated millions on why surface treatments wouldn't work on their toenail fungus because it was an actual infection living under their nail. To get rid of something this insidious, they would have to ask their doctor about a prescription pill called Lamisil.