No one likes pain. It doesn’t matter if it’s that nagging kind of pain we sometimes live with or something more severe and life altering. We tackled both kinds of pain in two new and very fun TV spots for Halifax Health by personifying joint and chest pain and giving them a chance to tell their story.

In our spots, joint pain is that nagging guy you kind of hung around with in college. You know the one that was always causing problems, drinking all your orange juice and getting you into trouble. Yeah, him.

Chest pain is a tougher pain, but ultimately he has your best interests in mind. He’s a bit imposing but he’s really trying to help in that tough love kind of way. Because the truth is, chest pain is a warning signal from your body that something could be wrong.

By giving both types of pain a voice and a personality we were able to capture, in a very engaging way, the essence of both issues. We think the personifications will connect with sufferers of joint and chest pain and position Halifax Health as the solution to both important health issues.

There was a time when you could drive through your neighborhood and find shops that did one thing really well. With today’s trend of “super stores,” that’s mostly gone by the wayside, but at Winn-Dixie, those days never ended. They’re proud of their heritage as The Beef People and were eager to remind customers that not only do they have exceptional meat and seafood, they have expertly trained butchers at every store to help you choose and prepare them. That’s how “Your Neighborhood Butcher” was born.

On Ideas developed an integrated multi-media campaign that built upon the heritage of Winn-Dixie as The Beef People and positioned Winn-Dixie butchers as a valuable, approachable resource for busy families. Phase One focused on the product itself, showcasing the freshness and quality of each and every cut of meat that Winn-Dixie selects and sells. Phase Two presents the Butchers as local heroes, gladly using their passion and knowledge to assist customers with their home-cooking.

Check out our TV and radio spot, microsite and signage from Phase One, and don’t be surprised if your stomach starts growling.

Print and Outdoor

TV

Radio

[dewplayer:http://onideas.com/wp-content/uploads/2011/02/WD-NeighborhoodButcher-Radio.mp3]