BOTOX TREATMENT-draft MENUEZ hi

OVERVIEW
For millions of women, Botox has been a life changing treatment
for migranes. This new campaign is about Chronic Migraine and
highlights how modern, powerful women are living their best
lives through Botox® as a preventative treatment.
Chronic Migraine is different from episodic migraine with 15 or
more headache days per month. They last longer and the pain is
often more severe. But with Botox you can prevent the onset of
these debilitating headaches.
We will photograph (with possible video tbd) a range of women
who exemplify the new B Words this campaign introduces into
the culture - BOSS, BADASS, BALLER and BRAINIAC - and in a
variety of situations tentitively proposed as a candidate for office,
a DJ, comic book artist and an engineer, tbd. These women
exude courage, confidence and a natural sense of style
that makes you pay attention. We will show that migraines
don’t stop their progress in their careers or their lives.
In each situation, we’ll capture a range of candid, natural action
as well as portraits with and without eye contact. The result will
be four primary photographs for the ads that illustrate the B
Words, with an additional library of related images.
Through this campaign’s brilliant subversion of a pejorative term,
a negative word becomes a huge positive. Combined with killer
photos, this campaign has the potential to really break
through in a big way. Which can have a transformational effect
on the women who will get the good news we are bringing.