Hiprex is a treatment for Urinary Tract Infection (or UTI), and the product’s primary target market is women under 25. That means they’re very social, likely to still be studying, and huge participants in social media. So I came up with the line “A #UTI ain’t that social” and a range of executions that lived across digital and other media. This included these posters that were specifically developed for bathroom display in colleges, nightclubs and shopping centres respectively.