th1ng Directs Piri Advertising Campaign For GlaxoSmithKline

Mixed media and animation company th1ng, in collaboration with live action production company th2ng, has directed and produced two commercials for GlaxoSmithKline's allergy brand Piri, a range of seasonal products for the relief and prevention of allergy and hayfever symptoms.
The 30-second TV advertisements, commissioned by Grey Advertising, are part of GSK's "Act Before You React' campaign. The ads are aimed at encouraging regular suffers to prevent early symptoms of allergy associated with the arrival of the summer hayfever season and increased levels of pollen.
Created by th2ng directing duo Mish Mish, the spots promote the Piri allergy product range and a Pirinase Hayfever Nasal Spray over a three-month nationwide TV campaign. The ads also encourage consumers to use support and advice services available to them via Piri's web hub: www.piriallergy.comThe commercials are a collage of live action and animation featuring people in a range of outdoor activities enjoying their summer. The mood is positive, reflected through the use of bright colours and light effects, as well as easy-going animation to produce a fun and lively piece.
Alon Ziv, th2ng Director, said: "Unusually for a production company, we were brought in quite early into the project. This proved important as we were able to creatively input and support the whole team during the initial stages of the campaign."
The campaign's strapline "Act Before You React" communicates Piri's main message to consumers to prepare and manage allergies more effectively this season. The ads outline the benefits of Piri's product ranges and highlight ways for effective treatment and management of allergies during the hayfever season.
The TV advertising is part of a larger Piri campaign, which includes sponsorship, outdoor, POS in-store, digital and a smartphone app.
(KMcA)