Having an Aspirin with you can save your life. In different ways. According to some studies, taking an Aspirin during a heart attack, for example, reduces mortality by 23%. The problem is that this new generation doesn't know that. And worse: they don't even feel close to the Bayer/Aspirin brand, a brand over 120 years old.

To solve this, we decided to talk about the importance of always having an Aspirin with you in a way that this new generation likes/understands: fashion. We took advantage of the fact that no one really knows what the forgotten tiny pocket of jeans is for - and that everyone wears jeans - and gave it a new use: carrying an Aspirin.

Our strategy was to tell what we had to tell, but in a way that our target was interested. We create a product and spread this information to all touchpoints. Instead of making a TV spot, we create some content (a fashion show) to be shared on social media. Instead of a magazine ad, we were on the covers of magazines. And even being present in OOH, we use influencers to talk about the idea and wear the trousers and thus transform the little pockets into OOH of Aspirin. In other words, everything created had the strategic objective of attracting attention, engaging with the public and arousing curiosity.

In partnership with some of the coolest Brazilian jeans brands, we created a collection of trousers with 8 different patterns of tiny pockets, all made from the white circle representing an Aspirin. The small pockets were launched on the covers of Vogue and GQ magazines and in a fashion show posted on social media, reaching our target. We spread the campaign images across the streets with loads of OOH. In addition, influencers received the trousers and talked about the importance of always having an Aspirin with you. Other influencers even created their own tiny pockets. In the stores, the little pockets' jeans were exposed in the shop windows and tags reminding you where to keep your Aspirin was placed in the pants that were not from the campaign.

The campaign was a success. The tiny pockets' design attracted people's attention and turned jeans into OOH of Aspirin, bringing the brand closer and generating engagement with the new generation. The campaign became a topic on social media, speaking the language of the target and rejuvenating an over century-old brand.