Award: REGIONAL PR AWARDS \ CA01. Australia/New Zealand PR Campaign of the Year

Over 4.5 million Australians suffer from hayfever without even realising they’re a sufferer.

We needed them to recognise the physical signs of hayfever allergies and how to treat with Zyrtec.

Data showed our target audience loved to look-and-feel good, so we mixed fashion with pollen to create the ultimate allergy torture test – a living floral dress.

Masterminded by florist and designer Jasmine Christie, we took our Pollen Couture to the masses, sponsoring the first event in Sydney’s Spring Racing Carnival, where it was debuted by allergy sufferer and former Miss World Australia Madeline Cowe – shedding light on how she lives allergy-free with Zyrtec.

The Pollen Couture campaign resulted in national PR and social coverage, resulting in Zyrtec’s biggest ever sales week.