MOUNJARO
campaign launch/ hero creation: JULIAN’S STORY
Mounjaro is an injectable prescription medicine that is used along with diet and exercise to improve blood sugar (glucose) in adults with type 2 diabetes mellitus. Well, that’s the indication…
Mounjaro is a life-changing diabetes medication that allows people with type 2 diabetes to finally live their life without worry. It has been proven to lower A1C and aid with weight loss. Not to mention, its only injected once a week.
We set out to highlight the possibilities of Mounjaro in the lives of people who take it. This all began with our original brand hero “Julia.”
We created a new hero, one that could relate to everyone while expanding on the idea that with Mounjaro, you can live an aspirational life and manage your diabetes.
So, from Julia, came Julian.
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Julian is a 5'8" man with a low fade and big dimples. He wears a dark purple barber jacket that shows-off a half-sleeve of tattoos on his left arm. He can always be seen wearing purple New Orleans oxfords. A barber by trade, Julian’s first love is playing the drums—everyone who sits in his chair knows he’ll bring Rhythm and Blues into the conversation. Julian is always tapping his combs to a beat. He's feeling confident now and has been thinking of getting on stage to play again.
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In the barber shop Julian is finishing a fresh haircut on a customer. He taps a comb on the counter, while humming a Rhythmand Blues tune. Even at the shop, he finds a way to keep a beat using a comb—because music feeds his soul. At closing time, Julian and his co-workers decide to go to the show. The singer recognizes Julian in the crowd and calls him on-stage. After encouragement from his friends, he gets behind the drum kit and plays a short set. When he jubilantly sits back at the table, his friends are thrilled that he’s shared his love of music with a crowd.
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Over the course of the year, we worked hard to bring Julian to life in TV, print, digital, and across the Mounjaro campaign.
This process included endless storyboards and character descriptions, shot lists, prop lists, and more.
After an incredible shoot, we had beautiful footage to work with, in which we created Tik Tok posts and a TV spot.
