In 2016, we created the world's first golf tournament for pollen allergists that lets allergic golfers play in the dark, when pollen levels are lower.

Sanofi has a long history innovating consumer healthcare products. In 2016, their prescription-free antihistamine product Allegra – used in allergy treatment – experienced increased competition from generic drug providers.

To become the first choice for consumers and increase customer loyalty, Sanofi decided to change the conversation on allergy and challenge how healthcare advertising is done. 

So we created… an event…

Joke aside, Midnight Open created a strong connection to pollen allergists by attaching itself to a sport relevant and in need of the product to play comfortably. I supported the project through its execution-phase, securing top tier media coverage in TV, Print and Radio nationally.