BELUPO is Croatia's second largest pharmaceutical company in terms of market share. One of the most popular Belupo’s products is Portalak - an osmotic laxative that is used in occasional or long-term constipation. In a series of radio ads, executed like short radio dramas, we listen to ordinary peoples confessions. Our heroes talk about a peculiar problem that lies deep down within them. They’re all stuck and carry a heavy burden. It is a hard struggle, but they must keep pushing. In the end, they let it all out. Similar executions were made in print ads, Facebook video and YouTube In Video ads. Case study video: https://vimeo.com/172904495