Actavis product managers approached Studioseven was entrusted with the launch of a new over-the-counter product, a new weight loss aid medicine. While researching the USP’s, the team began to realize that the target audience were, in fact – themselves. Late 20’s to early 40’s, male and female, seeing that their bodies aren’t what they used to be. So we ran with this ‘crossroads’ idea and explored those intricacies in our daily lives which question our health and happiness. “You know it’s time” became our battle cry for the campaign which depicted scenarios which we all face or are facing daily. The result was a campaign which spoke to the audience in an intelligent informative manner but above all had humour and relevance.