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Third to market after household names Prozac and Paxil, this campaign for Zoloft used animation for the first time in the category to break through and create unprecedented awareness. Rather than show sad, weeping people that no one wanted to identify with, a charming, neutral character allowed people to see themselves and accept their condition, an important step before they could ever go to their doctors.

Disarming and engaging, the campaign fnally destigmatized depression and educated millions about its scientific cause and treatment - giving all of them emotional permission to ask their doctor about Zoloft.