Lucia Lafuenti
Account Director at Saatchi & Saatchi Geneva
Carouge, Switzerland
TitleFeet on Fire
Agency
Campaign Feet on Fire
Advertiser GlaxoSmithKline
Brand Lamisil
Date of First Broadcast/Publication 2016 / 4
Business Sector OTC Medicines (Pain Relievers, Cold & Flu, ...)
Tagline Nothing works faster
Story The film reveals the story of three different characters underperforming due to the discomfort caused by their foot fungus condition, commonly known as Athlete’s foot. The discomfort is metaphorically visualized by the fire in their feet, which represents the chief symptom: the burning sensation.The characters are engaging in activities independently, but their stories become interconnected when they cross paths.The runner, who struggles to keep his rhythm, passes a cyclist who is also having difficulty cycling and, finally the cyclist crosses paths with our key protagonist, a young amateur basketball player. It becomes clear that the basketball player can’t perform well due to the “fire” in his feet.Lamisil, the ultimate solution for Athlete’s foot, enters the scene to extinguish the fire. After a successful application, the player gets confidently back in the game to shoot a winning shot. 
Media Type Web Film
Length
Executive Creative Director
Deputy Executive Creative Director
Art Director
Copywriter
Strategic Planner
Producer
Producer
Account Director
Account Director
Chief Executive Officer (CEO)
Director
Production Company Producer
Production Manager
Director of Photography (DOP)
Executive Producer
Lead VFX
Flame Artist
Telecine
Post Production

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