The client: A fictional biopharmaceutical company with something new up their sleeve. The objective of this campaign: According to research conducted by my client, palmar hyperhidrosis, or sweaty palms induced by stressful situations, is an increasingly common syndrome. My client has developed a device, specifically, a patented glove, that provides lasting relief from palmar hyperhidrosis. My agency would need to develop a disease and brand awareness initiative aimed at patients and healthcare professionals. My experience with this completely fictional five-fingered issue: I would lead the creative team to understand the problem and the client's goal and then to deliver a multichannel campaign that is both lighthearted and authentic, one that connects the customer to this brand. As part of a strong creative team, I would write and help shoot a series of video shorts that would lead up to a heroic climax with a main character that people can relate to and that saves the day (in this case, a day ruined by a too-sweaty palm). Storytelling is a powerful way to grab the attention of customers, and it can be so much fun. This brand would definitely benefit from elements of playful and inspiring stories. The outcome: Anything but damp.

Other notes on this campaign:

 The unique value proposition of this patented glove is that it absorbs moisture within seconds and provides the hand with lasting moisture control, for a confident, dry, bare-handed grip. Also, the clinical name for excessive sweating of the palms is palmar hyperhidrosis. SPITS scored much better in early focus groups. Finally, as part of our initial concepting phase, I would probably find the image of Leslie Nielsen as Frank Drebin in Naked Gun when he's shaking hands with someone and water is pouring out of his sleeve. Just for laughs. Then we'd all get back to work.