Every September, along with pencil cases and notebooks, an unwelcome guest makes its return: head lice — a familiar and frustrating issue for every parent.

 

Together with UNI- Pharma, we chose to address it with humor. We developed an animated concept that places the lice themselves at the center of the story. Set on a scalp, they appear to mourn as if at a funeral — not dark, but exaggerated and playful. Their melodrama becomes the vehicle for a simple and instantly clear message:

 

“Let the lice cry. Νot you.”

 

The idea was rolled out as a 360° communication campaign, with executions across TVC, Cinema, Digital, Print, POP and Radio.

 

The campaign stood out at the Best in Pharmacy Awards 2025, winning Gold in the category Best in Marketing – Best Relaunch.

CGWorks led the concept development and full content production from start to finish.

 

The script, characters and environment were designed with a focus on exaggeration and comedy, carefully balanced to keep the subject light and approachable for the audience. The creative process began with sketches and storyboards, defining both the setting and the action, which unfolds entirely on the scalp.

 

Through 3D animation production — including modeling, rigging, animation and lighting — the characters were brought to life with emotion and expressiveness. The audio, with violin-led music combined with detailed sound design, reinforced the mock-dramatic tone of the story.

 

The result was a 15’’ animated commercial that delivers the Repel Anti-Lice system with a twist. A traditionally taboo topic was transformed into a light, engaging and memorable narrative.

 

Repel emerged as a clear symbol of the solution, while CGWorks demonstrated that with strong storytelling and carefully crafted 3D animation, even lice can steal the spotlight.