Title: #TOMO
Client: Sangobion (P&G)

In a world obsessed with FOMO, we coined a more relatable, more exhausted cousin: TOMO — Tired Of Missing Out.

What began as a traditional pharma brief - to raise awareness around iron deficiency - quickly evolved into a cultural idea.

The campaign launched with a lo-fi, emoji-laden Instagram Story by Sara Geronimo, Sangobion’s celebrity ambassador. Her post - “Feeling #TOMO about my BFF’s birthday :(” - struck a chord. It wasn’t flashy. It was raw, real, and instantly resonant. Soon after, she introduced the world to this new term: TOMO - that feeling of being too drained, too weak, and too low on iron to show up for life’s important moments.

The internet took over. #TOMO became shorthand for everything; from missed concerts to skipped hangouts. From product truth to pop culture in one swoop.

But we didn’t stop there. We gave TOMO a face, an adorably exhausted mascot, and a rallying cry: “Don’t Be TOMO.” A cheeky but empowering call for women to take charge of their energy, their health, and their presence - powered by Sangobion.

The result? A campaign that turned a functional supplement into a cultural statement. TOMO wasn’t just a mood - it became a movement.