Cannes Lions

BAND AID AQUABLOCK

JWT BRAZIL, Sao Paulo / JOHNSON & JOHNSON / 2012

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Overview

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Credits

Overview

Description

There is practically 1 TV station that has most of the audience in Brazil. This greatly increases the media spendings. Also, to reach the mothers, we would have to advertise it on prime time. In conclusion: very high investment.

Execution

We created a cartoon on Discovery Kids: The Little Wounds. Instead of commercial, content. We made up characters, each one representing a type of wound common to kids: Little Scratch, Little Cut, Little Wound, Little Blister, Little Lump.The first season episodes shows the Little Wounds in adventures and games to show that fun doesn’t end because of a wound.

Outcome

•Historic Sales Record of Band-Aid•More than 20% of increase in market share•The products with the Little Wounds brand represented 37% of the sales.•And most importantly: children lose the fear of their wounds.

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