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IcyHot - Extreme Balance

The Ask: Demonstrate the effectiveness of IcyHot by showing the benefits of balanced treatment.


The Idea: All human beings (and especially athletes) are bombarded by differing opinions and advice, but finding balance within conflicting counsel gives each individual strength. This overlapping insight between the consumer and the brand was the sweet spot that drove this campaign.


Learn from the legends, but don't let the paradoxical advice of the sporting world paralyze you.  

Art Direction by Shannelle Yick

Copy by Eli Wright

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