In the groundbreaking “Excedrin Works” campaign, virtual reality (VR) was harnessed as a visceral empathy vehicle to shed light on the challenges faced by migraine sufferers in the workplace.

Through two immersive 360-degree videos, viewers experience real-life scenarios from the perspective of migraine sufferers, witnessing symptoms like blurry vision and flashing lights. The strategy aims to foster empathy and understanding, encouraging the audience to recognize the severity of migraines and consider Excedrin as a solution.

The award-winning campaign has garnered significant attention, generating over 400 million earned media impressions and driving a notable increase in brand favorability and sales.