Creative Case Study
Forlax by Mayoly.
AI Powered Creative Campaign for Pharma Awareness in Poland
Forlax, a market-leading pharmaceutical brand by Mayoly, partnered with One Day Agency to increase product awareness and drive in-store pharmacy sales across Poland. The campaign addressed a sensitive health topic through accessible, human-centred storytelling delivered across multiple digital channels.
Building on previous work, One Day Agency developed a refreshed suite of assets for Forlax Adults and introduced new creative for Forlax Kids. Operating within strict pharmaceutical advertising regulations and with limited existing brand assets, the agency led the full creative process, from concept development and copywriting through to AI-generated video production, visual design, and channel-specific execution.
Following this phase, additional creative is set to be developed for Forlax Fast, further extending the brand’s digital presence.
Services:
Concept Development • Creative Direction • Graphic Design • Motion Graphics • Sound Design • AI Video Production
Objectives
Increase product awareness and support in-store pharmacy sales across Poland
Build stronger emotional resonance through relatable, audience-specific storytelling
Deliver channel-optimised creative for YouTube, Paid Social, Allegro and GDN
Ensure full compliance with Polish pharmaceutical advertising regulations across formats
Creative Approach
The strategy centred on metaphor-led storytelling, translating everyday frustrations into visual representations of discomfort, contrasted with moments of relief to communicate product benefit.
To support both efficiency and performance, a modular creative framework was developed using consistent core elements. This approach maintained the brand identity while allowing messaging, visuals and calls to action to be tailored to different audience segments.
AI played a critical role in production, enabling high-quality creative to be generated despite the limited availability of traditional assets beyond product imagery and illustrations. With advancements in AI since earlier Forlax campaigns, the refreshed creative introduced more natural, feed-native visuals that improved relatability and engagement.
Audience segmentation was central to the campaign’s relevance. For Forlax Adults, creative was tailored to women across different life stages and routines, including:
Women (broad)
Active women
Expectant mothers
Office workers
For Forlax Kids, the focus was placed on parents of children across distinct developmental stages:
Parents with toddlers aged 1–2
Parents with preschoolers aged 3–5
Parents with early school-age children aged 6–8
Parents with preteens aged 9–12
This segmentation made it possible to create stories that felt personal and recognisable. A light, understated humour, combined with relatable scenarios and fluid transitions, helped the campaign stand apart from traditional pharmaceutical advertising while remaining authentic and sensitive.
Creative Execution
Each video opens with AI-generated scenes tailored to its specific audience, portraying realistic situations across different lifestyles and age groups. These sequences transition into clear, informative motion graphics highlighting product benefits, while required legal text and disclaimers are integrated seamlessly.
Static and carousel formats followed the same principles, combining existing brand illustrations and product imagery with clear messaging. Carousels were structured to deliver information in progressive, easy-to-digest steps.
For Forlax Adults, a distinctive ribbon visual device was introduced and layered onto AI-generated footage. This animated element wraps around the subject to symbolise discomfort and restriction, while also carrying messaging that reflects symptoms and emotional impact. Familiar on-screen toggle-style buttons, inspired by the kinds of user interface elements commonly seen in digital experiences, were used to depict everyday activities and show how symptoms can disrupt daily life.
For Forlax Kids, the creative focused on positive, emotionally engaging storytelling. Some AI-generated scenes contrasted moments of difficulty with moments of relief, while others focused solely on the sense of ease and celebration that follows. The longer-form YouTube brand film leaned further into storytelling, showing parents attempting to “solve” the case of their child’s constipation in a way that felt both relatable and engaging.
A comprehensive suite of creative assets was delivered across video, animation and static formats, tailored for each platform.
Meta: A range of vertical and square assets was developed for feed-based engagement, with variations aligned to different audience segments
YouTube: Longer-form video was used to build narrative and brand understanding for both Forlax Adults and Forlax Kids
Display banners: Clean, compliant designs used clear layouts and subtle product cues to reinforce the campaign message
Spotify: Audio placements extended reach and supported a cohesive cross-platform user journey
Visual consistency was maintained throughout, with careful attention to colour palette, illustration style and character design across all formats, including AI-generated content.
Deliverables and Results
7.3 million
129.9 million
reached across Poland
202,000
total impressions
clicks across the campaign’s digital activity2.37%
CTR achieved
13%
Improved PPC efficiency
PLN 0.83
Low CPC
Forlax Kids Brand Video
Forlax Women 40+
Forlax - Active Women
Forlax - Expectant Mothers
Forlax - Office Workers
By combining AI-driven production with strategic storytelling and strict regulatory compliance, we transformed limited inputs into a cohesive, multi-platform campaign.
The creative approach made a sensitive and often private issue feel more approachable and relatable, allowing audiences to recognise themselves in the scenarios presented. The work demonstrates how emerging creative technologies, when applied thoughtfully, can produce highly human and effective communication. Building on this success, the partnership is continuing with the development of assets for Forlax Fast.
Outcome
