Stresstabs, GIGIL break pharma conventions with visualisation of worker stress

Pharmaceutical brand Stresstabs has partnered with creative agency GIGIL to craft an unorthodox campaign that rejects typical pharma clichés. The result is a visually arresting film that dramatises stress not just as exhaustion but as a force that literally breaks you down.

Stress is an invisible epidemic sweeping through the Filipino workforce. Data reveals that 87% of workers in the Philippines suffer from job-related stress - an 11% increase above the global average. Beyond the mental strain, stress physically depletes vital nutrients and gradually erodes wellbeing.

The narrative centres on Jemerlyn, an office worker whose body slowly falls apart under the weight of stress until only one arm remains. This solitary limb pushes through the relentless grind of office chaos, cramped commutes, and overwhelming fatigue, fighting to keep going. Ultimately, Stresstabs restores the nutrients she has lost, making her whole once more by morning.

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Such a metaphorical approach is rare in pharmaceutical marketing, where caution and predictability often prevail. However, the film’s striking imagery has clearly struck a chord with viewers.

Since its launch on 25 June 2025, the full video has amassed over 8.6 million views on Facebook and 7.7 million on TikTok, signalling that Stresstabs and GIGIL have made stress “painfully relatable” and “impossible to ignore.”

“Who says pharma ads have to be boring?” GIGIL said.

Behind the scenes, GIGIL’s creative leadership includes chief creative officers Herbert Hernandez and Badong Abesamis, with strategic planning from Justin Kingsu. The film was directed by Marius Talampas and produced by a full team committed to delivering an unconventional message.

Haleon Philippines owns Stresstabs, a key player in the country’s growing consumer healthcare sector. The Philippine healthcare market was projected to reach US$6.7 billion by 2024, expanding at a compound annual growth rate of 7.3% between 2024 and 2030.

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