Our Work.

Providing relief from a hayfever hangover.

GSK wanted to stop the sniffles in peak hay fever season by promoting their Pirinase products.



Piri Left
Piri Right

Our solution.

The Indy/Life and Culture teams created a playful, upbeat sponsored editorial lifestyle series to resonate with active people who wouldn’t let hay fever slow them down in summertime.


We filmed an anecdotal style video series of different people talking about their personal hay fever tribulations, from the funny to the embarrassing moments that would resonate with our readers.


All activity was supported by data-driven traffic drivers displaying the live pollen count in real time using location-based targeting concurrent with Met Office geo-mapping.