Cannes Lions

PAINKILLERS

SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV, Tel Aviv / TEVA / 2010

Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Execution

On May 27th, Israeli Channel 2 TV broadcasted the UEFA Champions League Final.

On this occasion we introduced a series of superimposed sponsorship ads for Optalgin painkillers. Each time a player from Barcelona or Manchester United hit the ground after a foul, a slide appeared at the bottom of the screen:'Optalgin. Strong for strong pain'. This was done by synchronising the real-time live action with the sponsorship ads so the most effective shots of fallen players were captured.

Outcome

The match achieved a 31.2% nationwide rating.

A great score for Optalgin and a real engaging message for football fans.

Similar Campaigns

12 items

Humanizing Health

VCCP HEALTH, London

Humanizing Health

2022, TEVA

(opens in a new tab)