Deep Heat (Concept)

The Brief : Remind Australians that Deep Heat is the quick and effective way to treat joint and muscle pain

The Insight : Humour can be an effective way to ‘sweeten the pill’ when it comes to talking about health problems

The Idea : Take the popular children’s song ‘Dry Bones’ into adulthood and reflect how our ageing joints are often in need of some ‘Deep Heat’ therapy.