It seems that we all know what it feels to like to suffer various types of pain, but we have no idea about the kinds of pain felt by the opposite sex. Therefore, in order to understand what these kinds of pain feel like, the only solution is to swap. 

In collaboration with DDB, Nycomed Latvia developed the project: stiprakaisdzimums.lv, whose goal was to get men to understand what women feel when walking in high heeled shoes, and vice versa, to get women to understand what it means to kick a ball from Rīga to Salacgrīva.

"Our objective was to create a self-sufficient message, encouraging people to take part and to support their opposite gender. This experiment would not be possible without Nycomed Ibumetin plasters which day-to-day help to remedy various types of pain," believes the idea’s author Gatis Mūrnieks.

During the advertising campaign, the homepage was visited by 49,448 visitors. 43% of visitors voted for one of the stars, ultimately ensuring victory for the ladies. However, it was clear that there was only one true winner – pain overcome with self-irony and a plaster.

As Nycomed Latvia OTC Section Head, Zane Blankenfelde admits, “The campaign can be considered to be audacious not only for the Ibumetin brand, which until now had chosen much more traditional means of communication, but also for the entire pharmaceutical sector in Latvia. We are very satisfied with the campaign’s results and with the fact that we have succeeded in simultaneously addressing and engaging consumers."