The main visual device of this campaign is the Saridon Paracetamol tablet functioning like a smartphone’s on/off toggle button – thereby amplifying the product’s purpose and efficacy. The art direction on the other hand was kept as simple as the concept of the ad itself so as to visually deliver its message in a direct manner. One might also notice the lack of a tagline or any supporting copy – a decision made intentionally by the team because quite frankly, the work speaks for itself. The visual is the tagline, and the tagline is the visual: turn off various kinds of headaches with Saridon.