Deanna Vergara

BOTOX COSMETIC

We set out to win the Botox pitch based on honesty. Ironic? Totally, but we won. In this 360 campaign, we wanted to prove that Botox doesn’t mean “frozen face” or looking like a Bravo housewife. Anymore. BOTOX Cosmetic is about looking like you. 

The “I give a shit” you.  The “I’m a vegan, except for bacon” you. The “You” you want everyone to see. No wonder the brand’s first ever open casting call attracted over 20,000 applicants— newbies and loyalists. Broadcast films, social, stills, before/after stills, before/after films were executed at the same time. As Creative Director and writer with extraordinary teams all around, it’s “What We Did Last Summer and Fall and Winter”.

We had an arduous task. Educate a reluctant audience, parents of 11-12 year olds, about a vaccine their children needed before they became sexually active. With a strong strategic brief, we shifted perception and positioned Gardasil as a vaccine that helps prevent cancer. This campaign triggered a lot of people online and motivated even more in real life. HPV website traffic increased 12,000% (not a typo).

From “simple” nagging pain to more complex cases, New York-Presbyterian Och Spine treats more spine problems than any other hospital in New York City. After our campaign ran, there was an unexpected influx of appointments.

It also helped that these doctors were some of the nicest I had ever met.

Our client hadn’t decided on a master brand yet but we had two projects with clear strategies and deadlines. To position New York-Presbyterian as New York City’s hospital, we had a writer who lived and breathed Queens and two moms (including me) who had city kids that we needed to keep living and breathing. My partner/co-creative director and our team made this a fun time. We nearly sold both campaigns. Meaning, they were about to go into production when we lost the account. It happens, unfortunately. Still great work that I’m proud of.

My CCO wanted a t-shirt for his reunion. It was honored with a mention in Communication Arts and Graphis.

Humanity. That’s what I lead with first. Pharma is no joke when you have lawyers, scientists, and the FDA as your creative directors. Selling, from idea to execution, is 2/3 the battle. I contributed as writer and creative director on pitches and accounts with unbelievably talented teams. Together, we got through the slog with recognition and new business wins. Snacks helped too.

Below is straight up spec and what I bring to the health and wellness table— consumer ad experience, high level conceptual thinking, old school crafting, and, man oh man, resilience.

With no budget and no time, but plenty of passion, I worked with two other CDs (a creative throuple, if you will) to come up with an insight we wholeheartedly believe.

TheirWorld is a global children’s charity committed to doing just that by ending the global education crisis.

Scottish actor, David Tennant, lends his voice in this spot. The first lady of the Prime Minister of England had final approval.