Cannes Lions

THE Campaign

MULLENLOWE BRASIL, Sao Paulo / BAYER / 2022

Film
Supporting Content
Supporting Content
Supporting Images
Case Film
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Overview

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Credits

Overview

Execution

To communicate the types of headaches and the benefits of Aspirin - a pain-relief medication - the creative films idea uses a slightly sarcastic humor when portraying real day-to-day situations, which gain greater intensity by the use of the article “A” in capital letter.

A Portuguese lesson is needed: the letter “A” for Aspirin is also an article, “the”. Which can be used to intensify something.

Example: headache ------- > THE headache

In this way, communication is based on this insight to show the power of Aspirin. After all, there is a (the) headache and A (THE) headache. The choice of images and the locution were essential to set the tone of the communication. The signature reinforces: “Whatever is the headache. Aspirina is THE one that solves”. Each variant portfolio, uses a specific signature according to its benefit, for example, CafiAspirin – THE one solves it with strength.

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12 items

Shortlisted Cannes Lions
THE PANADOL SAFETY AT HOME INITIATIVE

KOMPAS KOMMUNIKATION, Copenhagen

THE PANADOL SAFETY AT HOME INITIATIVE

2015, GLAXO SMITH-KLINE

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