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Brief: Norbrook Pharmaceuticals is a well-known company, specialising in manufacturing drugs and marketing them to the animal healthcare and veterinary supplies market. Flunixin was a new drug, designed to combat pain in horses and cattle quickly and effectively. The brief was to create a memorable and disctinctive advertising campaign that would launch Flunixin through specialist veterinary magazines. As well as standing out from competitor advertising, the campaign needed to be capable of easy transition to direct marketing and sales literature. Steve Coxon produced several headline-based concepts. The strongest of these was chosen to run: "The F Word".
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