Goldaru's Sankol campaign, created by 2milimeters Studio in Iran in November 2024, uses a child's misunderstanding of kidney stones to humanise a herbal remedy
Goldaru Sankol Turns a Child's Stone Collection Into a Kidney Health Lesson
Sankol is a 2024 film campaign created by Iranian pharmaceutical brand Goldaru and produced by 2milimeters Studio, published in Iran in November 2024, in which a child who collects physical stones misunderstands his father's kidney condition and asks to take the stones away, prompting the father to explain that kidney stones are a medical condition rather than literal objects.
Goldaru is an established Iranian pharmaceutical manufacturer with a product range that includes Sankol herbal drops, positioned for kidney and bladder stone support. The Sankol film is one component of a broader product-introduction initiative in which Goldaru, working exclusively with 2milimeters Studio, produced sixteen videos alongside four brand-focused films across 2023 and 2024. The campaign's scope reflects a deliberate content strategy: systematic category education delivered through short-form film rather than conventional product advertising.
In the Iranian healthcare advertising landscape, where OTC urology and herbal remedy categories rely heavily on functional messaging, the Sankol film takes a different route. It opens on a boy tending a collection of stones, tracking the clock until his father's next dose of Sankol. When the child finally offers to take the stones from his father, the father's gentle correction — that kidney stones are not stones in the way the boy imagines — delivers both the emotional beat and the product's clinical premise simultaneously. The campaign is registered as a film medium entry containing one media asset, published on November 24, 2024, according to Clapboard. Its geographic market is Iran, and the creative brief evidently required a single, self-contained narrative that could function as both consumer education and brand awareness for the Sankol product, according to Iranexpofair.
Goldaru operates in a category where consumer misunderstanding of the condition itself is a genuine barrier to treatment uptake, according to Pmc Ncbi Nlm Nih Gov. Kidney stones affect a meaningful portion of the adult population across the Middle East and North Africa region, and Iran's climate and dietary patterns place it among higher-prevalence geographies, according to research published by the National Center for Biotechnology Information via PubMed Central, according to Ncbi Nlm Nih Gov. When the condition is poorly understood by patients and their families, category education becomes a prerequisite for product consideration, not a supplementary marketing layer.
The strategic logic behind the Sankol film is therefore grounded in a real insight: if a child in the household does not understand what kidney stones are, neither might the patient fully appreciate the chronic, recurring nature of the condition. Mahdi Kahi served as strategy manager on the production, according to Clapboard, and the campaign's architecture — sixteen videos plus four brand films across two years — suggests a coordinated effort to build category literacy alongside product familiarity for Goldaru rather than a single burst campaign.
In the Iranian OTC herbal medicines space, Goldaru competes with other domestic pharmaceutical producers offering plant-based urological formulations. Brands such as Dineh Iran and Hakim Sabz operate in adjacent herbal remedy segments, and the competitive pressure to differentiate on values and emotional resonance rather than ingredient lists alone is evident in Goldaru's decision to invest in narrative film at scale. The pediatric framing of the Sankol spot is a calculated differentiator: it invites the entire household into the health conversation, broadening the potential audience beyond the adult patient who experiences symptoms to include the family members who influence care-seeking behaviour in Iran.
Javad Samiei directed the Sankol film and served as head of the ideation team, according to Clapboard. The creative concept belongs to a well-established tradition of reframing medical conditions through a child's-eye perspective, a device that generates warmth and accessibility without trivialising the clinical subject. Samiei's approach places the boy's stone collection at the centre of the visual grammar from the opening frame, allowing the audience to share the child's logic before the father's correction reorients their understanding alongside the boy's, according to Goldaruco.
The production assembled a full specialist crew under the 2milimeters Studio banner. Parham Sanaye served as assistant director, with Mohsen Nosoohi credited as director adviser and Amir Saeidi as script supervisor, according to Clapboard. Saeid Pahlavani managed production, while Iman Ghanbari handled cinematography as director of photography. Set and costume design was the responsibility of Rames Raz, and Iman Keivandarian recorded sound on set. Makeup was overseen by Yasaman Jalali, and post-production — including editing and colour correction — was completed by Somayeh Mohammad Rezaei, all according to Clapboard.
The colour palette and production design choices implied by the casting of a young child in a domestic Iranian setting align with Goldaru's apparent brief to create warmth and familiarity rather than clinical authority. The single-asset format — one film, one narrative, one emotional resolution — concentrates creative impact rather than distributing it across multiple executions. Within the broader twenty-video campaign architecture, the Sankol film functions as an emotionally anchored entry point, using the pediatric misunderstanding not as a comedic device but as a genuine teaching moment that mirrors the consumer education objective of the wider Goldaru strategy.
No verified third-party performance data for the Sankol campaign is publicly available. According to Clapboard, the campaign's archive listing records 256 views, zero likes, and zero comments at the time of documentation. No coverage from international trade publications including Campaign, Adweek, Ad Age, The Drum, or Contagious has been identified, and no independent consumer response data from social platforms has been documented.
Sankol receives a Clapboard Score of 63 out of 100. That score reflects a campaign that executes its creative concept cleanly and with genuine emotional logic, but whose reach and documented impact remain limited to its domestic Iranian context without measurable amplification. The pediatric framing is structurally effective: it lowers the entry barrier for a health category — kidney stone treatment — that Iranian consumers might otherwise engage with only at the point of acute pain. By placing a child at the centre, the film creates a household conversation rather than a patient-only message, which is a legitimate strategic strength.
The campaign's primary structural limitation is its single-asset footprint within what is, by Goldaru's own production scope, a sixteen-video initiative. Without visibility into how the Sankol film performed relative to companion videos in that broader series, or how Goldaru measured category education outcomes in the Iranian market, the film's contribution to commercial results cannot be independently assessed, according to Sabadaru. What is structurally verifiable is that the creative team — led by Javad Samiei at 2milimeters Studio — delivered a coherent and emotionally grounded execution in service of a strategy that treats family empathy as the primary driver of healthcare behaviour change in Iran.
The Sankol campaign is a 2024 healthcare film by Goldaru, produced by 2milimeters Studio in Iran. A child who collects physical stones misunderstands his father's kidney condition and offers to take them away. The father's gentle correction delivers both the emotional narrative and Sankol's product premise as a herbal kidney stone remedy.
2milimeters Studio created the Sankol film for Goldaru. Javad Samiei directed the spot and led the ideation team, with Mahdi Kahi serving as strategy manager. The film was published in Iran in November 2024 as part of a broader campaign involving sixteen videos produced by 2milimeters for Goldaru across 2023 and 2024.
The pediatric framing broadens the audience beyond the adult patient to the whole household. By showing a child's innocent misunderstanding of kidney stones, Goldaru invites family members into the health conversation, reflecting a strategy that treats family empathy as a primary driver of healthcare behaviour and treatment awareness in the Iranian market.
Sankol is a Goldaru herbal drops product positioned for kidney and bladder stone support in Iran. It sits within the OTC herbal and natural medicines category for urological conditions. The 2024 film campaign uses a child's stone collection as a creative device to educate Iranian consumers about the medical nature of kidney stones.
Sankol received a Clapboard Score of 63 out of 100. The score reflects clean creative execution and genuine emotional logic in the child-centred concept, balanced against limited documented reach and the absence of verified third-party performance data for the campaign in the Iranian healthcare advertising market.
Goldaru's broader product-introduction initiative with 2milimeters Studio comprised sixteen videos and four brand-focused films produced across 2023 and 2024, according to Clapboard. The Sankol film, published in November 2024, was one entry within this systematic content strategy designed to build category education and brand familiarity across Goldaru's Iranian product range.
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