Back Pain has been in office for too long, so this election season, we endeavored to show supporters why ThermaCare® is the best candidate against back pain. Supporters were encouraged to join The Rally for Relief. For this campaign I was an intersection between UX, brand engagement strategy, design, and illustration. This direction gave a fresh, fun, and engaging voice to an otherwise dry category and grew their facebook fan base by 190%. The facebook experience was simple: choose what you love/want to get back to doing (skiing, hiking, etc), customize your avatar (complete with background and rally sign), register, and join the rally for your chance of winning relief! Prizes included $16,000, an adventure trip, and a year supply of ThermaCare. To gain buzz and an initial drive we partnered with Jimmy Kimmel Live where Guillermo created a one of a kind promo video.

Role
Art Direction
Design

RESULTS
192% Facebook fan increase
Over 100,000 entries