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Lamisil: Get Feet Off Your Mind.

An image of clouds in the shape of feet with the Lamisil product sitting in-between them

A red traffic light in the form of a foot

A new global platform

Get Feet Off Your Mind

Your feet are - literally - the furthest thing from your head. That is, unless you have Athlete’s Foot; where intense discomfort can make it difficult for sufferers to think about anything else.

This is what inspired Lamisil’s new global brand platform ‘Get Feet Off Your Mind,’ which debuted with the launch of the brand’s new patented Athlete’s Foot treatment, Lamisil ONCE.

This new platform is the first expression of Lamisil’s re-invigorated brand purpose: to help people move on from Athlete's Foot. But, with over a third of sufferers ignoring their condition until symptoms become severe, the key to realising this purpose wasn't just proving efficacy, but helping people overcome the cycle of avoidance.

Moving beyond category norms that fixate solely on physical discomfort, this campaign addresses this mental burden of Athlete's Foot, using surreal humour to dramatise the feeling of having feet on your mind and positioning Lamisil as the effective, empathetic solution.

The new launch campaign plays into the pareidolia phenomenon; where fixating on something causes the visual cortex - the part of the brain that processes imagery - to light up and project mental imagery or "shapes" onto abstract thoughts. Scenes in the spot playfully visualise how sufferers of Athlete’s Foot are reminded of feet everywhere they go.

With an art department that painstakingly carved feet from all types of materials and a crescendoing Michael-Bay-inspired shot, the spot is a breath of fresh air for a category that has long relied on gym locker room scenes and CGI cutaways.

A pastry counter full of feet shaped cakes and pastries

Creatives Sam & Ivan said: “In what is a typically clinical category, we wanted to dramatise the lived reality of Athlete’s Foot sufferers in a more playful way. Like having an ulcer or a sty, Athlete’s Foot persistently plays on peoples’ minds – and bringing this fact to life with foot-shaped patisseries, cakes, peppers, rocks and even a 10ft. pothole was a toe-tal joy.”