Showing posts with label Pharmaceuticals/ Healthcare. Show all posts
Showing posts with label Pharmaceuticals/ Healthcare. Show all posts

Transforming air pollution into ink.


ALWAYS| Girl Emojis #LikeAGirl

BRAND: Always
BRAND OWNER: Procter & Gamble
REGION:Europe, North America
DATE: March - April 2016
AGENCY: Starcom


At puberty, girls’ confidence plummets, often because society limits girls to stereotypes. These stereotypes can even be found in subtle places – even on  their phones. 
Always conducted over 10 surveys worldwide to better understand girls’ confidence at puberty. One statistic serves as the cornerstone for the Always #LikeAGirl campaign: 56% of girls experience a severe drop in confidence at puberty. An additional statistic drove the insight for this brief: 72% of girls feel society limits them, which contributes to their drop in confidence at puberty.   
For this campaign, it needed to challenge society’s limitations and the primary target audience was girls ages 10-24. The secondary target audience included mothers of preteen girls.  
As the agency further explored the factors contributing to girls feeling limited, it discovered that girls are stereotyped in the language they use most: emojis. Girls send over a billion emojis every day, but do emojis represent them?  
While subtle, emojis are a representation of society’s bias. Starcom explored this bias in a social experiment with interviews of those most impacted: the real girls' whose confidence is in jeopardy. It turns out, unless girls only relate to being princesses and beauty-obsessed, the answer is no. In fact, 67% of girls feel that even emojis imply that girls are limited.  


For Always, Starcom wanted to engage with girls asking them to be part of the change and to share their ideas and suggestions for female emojis. The media strategy not only had to drive awareness of the issue but also encourage participation.  
Social media became the cornerstone and the call to action was key to incite participation, inviting girls to share ‘what emoji do you want, tell us #LikeAGirl’.  
It set out to rally girls all over the world to demand new, non-stereotypical emojis reflecting how unstoppable the girls they represent really are.  
As ideas poured in via social media, the agency was ready to help Always respond in real time with custom-designed emojis reflective of each suggestion. In the end, the idea was bigger than emojis. It was about challenging stereotypes, keeping girls confident and creating change. 


The Always #LikeAGirl - Girl Emojis film launched on March 2, 2016, to share the movement girls in 22 markets around the world with an additional push on March 8 for International Women’s Day.  

The campaign was the springboard for the video to reach as many girls as possible. The agency seeded it across social platforms, including YouTube to drive views and Facebook to amplify reach.  
Media Placements were supplemented with a public relations push with digital and cultural influencers on YouTube and Twitter. When First Lady Michelle Obama asked to be a part of the #LikeAGirl conversation, Starcom fueled the conversation amplifying the message across Twitter where Always drove even further engagement. It then partnered with Mrs. Obama’s Let Girls Learn initiative for an experiential event to empower girls on International Women’s Day in Washington, D.C. 
Paid and earned media support lasted for four weeks post launch in most markets, with an additional three months of support in high priority markets. Each market optimised to the places and content formats that were resonating most in local culture.  
And as planned, Always responded in real time with custom designs in social showing girls’ creations for their emojis that better reflect who they are, from wrestlers to paleontologists to general badasses. 


With 48+ million video views and thousands of girls all over the world demanding change, Always #LikeAGirl - Girl Emojis film was the #1 ad on YouTube for March 2016.  
It garnered attention from top-tier celebrity and cultural influencers, including tweets from actor/activist Emma Watson, media mogul Arianna Huffington, an invitation to ring the bell at the New York Stock Exchange, and even one of the most influential women in the world, First Lady Michelle Obama. The latter led to the partnership with her Let Girls Learn initiative.  
But perhaps no reaction to the rally for girl emojis was more thrilling than a response from the Unicode Consortium, the gatekeepers of emojis, asking Always to gather and pass along all the ideas for consideration. All ideas were shared with them, per their request, as they work towards the next emoji update, affecting phones all over the world. Google even joined this mission and requested a Girl Emoji code.  
Creating change in an effort to keep girls confident. No amount of media impressions can top that.

    Otrivine | Owning the first sneeze


    Ahhh-choo…nose blocked…eyes running….head like cotton wool? A cold can stop us in our tracks and Otrivine had a compelling claim to soothe sufferers - it unblocks your nose faster than pills. But this was not translating into sales in the UK. Partly this was due to being outspent by competitor Vicks, and to its narrow promotional resources.
    Novartis traditionally relied on TV and had only global TV promotional assets. Nothing was available to encourage sales closer to the point of purchase. However, the bigger challenge was attracting the attention of customers to a low interest product. Consumers rarely prepared ahead for the ‘cold and cough’ season. Instead they only thought about decongestants when they caught a chill. The task was to take a different approach to tackle the dominant player and win over hard-to-reach commuters. But how?


    Although the UK ‘cold and cough’ season runs from November to March, outbreaks are more likely to occur when the temperature drops below a critical level and when people are in close proximity to each other. When a cold strikes, sufferers swiftly look for a quick and easy solution to cure their cold - but only once the symptoms start. This sparked the strategy. The brand would capitalise on the correlation of cold weather and cold symptoms and reach individuals when their need, and interest, were highest.
    It created the first ever temperature dependent media solution that was both agile and mobile: agile to react to outbreaks of colds when the temperature dropped below five degrees; and mobile to catch the commuter audience on the move when they had an increased chance of catching a cold - and the opportunity to buy a cure.


    Otrivine took over key train and underground stations in London, delivering the brand message directly to acommuter audience. Digital screens throughout mainline stations displayed creative, cleverly adapted from our existing TVCs. And they reinforced Otrivine’s power to unblock noses via ticket gates that illustrated ‘unblocking’ as commuters passed through them. Whether they were on escalators, the concourse or platforms, the messaging could not be missed!

    By targeting the morning commute, it was able to be part of typical morning conversations: “How are you this morning”? To turn awareness into instant sales, they used real-time ‘WEVE’ geo-fencing temperature sensitive mobile technology to target commuters when they were a short distance from a store selling Otrivine. Consumers received an SMS message that highlighted the benefits of Otrivine’s powerful relief and directed them to the closest Boots or Tesco store, where they could immediately purchase with ease.


    Sales jumped 16% year on year and awareness of Otrivine and its faster unblocking message increased 38% amongst those exposed to the initiative. Crucially, those who saw the campaign were four times more likely to purchase Otrivine. The innovative temperature reactive mobile activity reached more than 150,000 people - all in close proximity to partner stores; and strengthened a relationship with these key partners.
    The creative approach has been recognised as a best practice within Novartis. The strategy is now being rolled-out in the US, Germany and Sweden. It has also changed the company’s approach to developing global promotional assets. Now, instead of just TV, it is designing across all screens.
    Otrivine Brand Manager Pamela Chan, said: “It was a media breakthrough to be ‘mobile’ for Otrivine. We loved the flexibility and engagement allowing us to reach our target customer at the right location and right temperature!” Results not to be sniffed at!

      United Kingdom
      February - March 2013
      Starcom Mediavest
      Direct Marketing,Digital,Mobile,Out-of-Home

      Lilly | Lilly - Get it out of the way


      Getting men to visit a doctor is difficult in the best of circumstances. Trying to encourage a visit to discuss to Erectile Dysfunction (ED) and Benign Prostatic Hyperplasia (BPH enlarged Prostate) is near impossible. And yet that was the primary objective of Lilly’s ED and BPH treatment education campaign.
      Peeling apart the core target provided the insight that these “balanced men" (referred to as "Balanced Barry") – aged 40-65 yrs, active, healthy and in stable relationships - want to enjoy life with their partner and hope nothing gets in the way. As sensitive personal conditions, Balanced Barry is reluctant to talk about them, with anyone: partner, friend, let alone their doctor.
      In fact, research has shown that it can take an average of two years to seek treatment for this condition, with many men not seeking treatment at all, instead viewing this as an untreatable part of the natural aging process. Against this backdrop of embarrassment and stigma, the internet is a unique vehicle which allows for understanding of the condition and the potential treatments available, whilst offering complete discretion. Trust is vital - Balanced Barry wants to ensure they are receiving accurate health information and when investigating the conditions, the first place they turn to would be a trusted medical source.


      Discretion & Integrity. Due to the sensitive nature and strict regulatory requirements, OMD needed to accurately target Balanced Barry. Therefore, it needed digital vehicles that would serve a message against the specific profile. The efforts focused on encouraging men to deal with ED/BPH concerns by connecting them with information that enabled a meaningful conversation with their doctor, helping them realise these conditions are treatable and need not infringe on their relationship.
      The overarching digital strategy was to own Balanced Barry's experiences, within laser targeted male interest sites, in trusted health resources and when they were seeking additional information within Search. The objective was to help support Balanced Barry on his journey to treatment, occupying all of his digital touchpoints, like a trusted friend offering guidance and prompting action. Establishing a long term (always-on) presence was a key goal within these trusted platforms. The agency recognised that standard digital advertising can sometimes be seen as wallpaper, so went deeper by integrating Lilly ED & BPH doctor-produced tools and advice into trusted 3rd Party medical environments. This allowed Lilly to embed content and form a deeper association where men and their partners were going to learn more. Search is also a key resource for men looking for guidance and information.
      Of course, paid search is the backbone to many campaigns and OMD looked to own and optimise the core ED/BPH keywords, to establish real estate in this space, capture traffic and drive to Lilly content areas for greater education and engagement. These relevant partnerships and quality search implementations were further reinforced by serving highly targeted ads via a real-time display buying tool. Focusing in on Barry in their other core areas of interest - News, Sports, men’s lifestyle – these communications acted as reminder messaging, additional to offline media and encouraged prompt action.


      The partnerships with flagship third party independent medical sites involve annual, always-on activity to establish a long term association within the ED/BPH space. While unique solutions were developed in each market, these partnerships delivered deeper engagement and integrity across a breadth of activity:
      - Trusted Medical writers, commissioned to answer new questions on ED and BPH within the site
      - Co-branded Medical Site / Lilly Hub, providing integrated content through an environment the reader trusts
      - Case studies for readers to engage with
      - Sponsorship of ED Health Centres
      These editorial relationships gave understanding and credibility to the Lilly message and drove greater engagement to prompt action – supporting the goals of educating men and getting them to talk to a Doctor. Specific to Search, it concentrated on information seeking terms around ED and BPH, served with continually tested ad copy. Optimisation focused to the Talk to your Doctor and Questionnaire sections of the website (for Barry to print off to take to his doctor). Additionally, bidding on campaign terms and ED/BPH health related terms, connected the audience to content offline to online - allowing them to explore content relating to symptoms, causes, treatment etc., furthering the propensity to talk to a doctor.
      To serve highly targeted messages to these men with limited wastage, OMD utilised digital programmatic buying. This technology offered both contextual and demographic data targeting, combined with the cost efficiency of biddable display media. This ensured it directed the display communications to Balanced Barry effectively and efficiently.


      Independent Millward Brown research proved achievement of the primary objective getting "Balance Barry's" to visit their doctor - on average those who saw the campaign were 45% more likely to visit their doctor. The extremely relevant partnerships dramatically improved our primary “Talk/Find a Doctor” measures. -
      Sweden: In first 5 months 12.2k men read the partnered articles with an outstanding 31% clicking through to Lilly for more guidance
      Spain: CTR jumped from 0.15% display, to 0.71% with the new partnership presence and Talk/Find a Doctor % post click conversion improved to 8.8%, versus 1.2% of previous activity across all markets.
      Search improved the key KPIs during the April/May campaign with 1 in 10 going from homepage to take the ED/BPH health questionnaire and 1 in 16 to visit ‘Find/Talk to your doctor’ (28,000 ED/BPH questionnaire and 18,000 Find/Talk to doctor visits). Overlaying programmatic buying dramatically reduced the cost per KPI (Find/Talk to a Doctor) conversion, with reductions of 51% in Sweden and 67% in Spain vs. previous traditional display.
      A challenging task but the campaign has prompted more "Balanced Barry's" to visit their doctor and solve their ED/BPH problems.

        The Netherlands
        United Kingdom
        Direct Marketing,Digital,Online,Print

        NSW Health | Creating A Media Channel To Fight Hepatitis C


        Hepatitis C is often misunderstood as only a concern for “junkies”, and those who associate with dirty needles. A key audience that had a misconception around hepatitis C was 18-24 year olds. In fact only 5% saw themselves at any risk.  (Source: TNS for NSW Government)
        This demonstrated a problem, how can you hope to make a message stick with a famously hard-to-reach group when the message is about something they feel is someone else’s problem? A big budget awareness campaign targeting all of the 18-24 year olds in NSW wasn’t an option; the budget was just $200k. Mediacom had to be clever with the money by closely relating the message to occasions where Hep C is contracted. This was the key task.
        The agency needed to understand the times and places that young people were most at risk of contracting Hepatitis C. Research showed that an important setting for risk was parties, where people who were not regular drug users got caught up in the heat of the moment and ended up sharing a needle when recreational drug use escalated, as the party evolved.
        It was clear that as a party developed they started making decisions based on different parameters.  This lead us to a clear insight: Decisions that increase the risk of hepatitis C are made in the heat-of-the-moment, not when in a cold, considered state.


        Enter The Party. Delivering the Hepatitis C message in the most impactful way meant doing it when they were in a heat-of-the-moment mindset.  You can’t buy media at parties so the question was, how would the agency get people into a drug-sampling-party-immersed mindset in a government media campaign? It needed to put them in harm’s way without being in harm’s way.
        Mediacom achieved the heat-of-the-moment mindset in a virtual way by basing the whole campaign online. Its audience being internet hungry 18-24 year olds added further logic to this decision.
        The campaign had two parts:
        1. An immersive virtual party.
        2. Online media and messaging inviting and tempting the audience to the party.
        With a spend of just $200k the agency single-mindedly approached just one media partner, Mi9, to deliver the most added value. This media inventory and advertorials all pushed to the main part of the campaign; an interactive party experience that we created at


        1. An Immersive Virtual Party: The agency created a realistic (Facebook integration so you were there with your friends), interactive (user-defined journey through the party) and appealing (styling, music and locations closely matched to real life parties), to ensure it was a party the audience wanted to go to. The results will show you that it was.
        The party-goer had to make decisions that started tame- e.g. “do you want to hang with your friends in the kitchen or backyard”- and then escalated to the more risky and Hep C relevant- e.g. “do you want to get a home tattoo”, cumulating with a scene in a bedroom with the question “would you share a needle?”.  
        In this heat-of-the-moment, late-stage party mindset it delivered the key message about the situations in which the viewer would personally be at risk of contracting Hepatitis C. From here the party-goer had the option to re-enter the party, explore different routes, or share the party on Facebook.
        2. How to get people to the party: Earned media was key but the Mi9 partnership was used to access relevant environments such as Zoo, Celebrity Fix, Music Fix, Cleo, Cosmo, and behavioural targeting to seek out young party-goers. This consisted of banner ads that were first person, real video shots of the party, as if you were looking right through the window of the house.  They invited you to “enter the party”.


        Brad Kemp, Senior Marketing Officer, NSW Health, said: “We loved the agencies unique thinking in answering this brief. We are currently investigating ways to roll out this idea to a larger audience. We look forward to the agency continuing to challenge our thinking, as work such as this really does change the way we think about communications.”
        The campaign was relevant to the target audience; 27% of NSW 18-24 year olds agreed with the statement “Hepatitis C is relevant to me” after the activity compared to 5% who viewed themselves as being at risk before the activity. (Source: TNS for NSW Government Campaign Evaluation; January 2013)
        It reached a wide audience despite a tiny spend; 20% of NSW 18-24 year olds participating in the evaluation research recalled seeing the communication. (Source: TNS Campaign Evaluation; January 2013)
        It made specific messages stick; 69% of young people exposed to the party reported being more informed of the specific factors to contracting Hep C. (Source: Millward Brown; October 2012)
        It created a relevant and memorable environment; 65% said they would refer to this campaign if a friend ever suggested the idea of injecting drugs. (Source: TNS Campaign Evaluation; January 2013)
        NSW Health
        July - August 2013

        Safeguard | Pamilya OnGuard


        Safeguard has been the No.1 soap brand in the Philippines for decades. Its brand promise of superior skin germ protection has kept families healthy for generations. But in 2013, that position was under threat - not so much from products offering better germ protection, but from changing consumer attitudes. Thanks to an improving economy, Filipinos were wealthier than ever before and their triggers for soap purchase were changing. With more disposable income, they were no longer satisfied by simple germ protection; now they wanted to look as beautiful as the celebrities they saw on TV. Critically the brand faced three key challenges:
        • Wealthy Filipinos were becoming complacent about hygiene. Swept up by their new found affluence, they no longer felt exposed to the same health risks as in the past.
        • Safeguard’s promise of better family hygiene was invisible to the naked eye. Mums couldn’t see a demonstrable difference between the anti-bacterial benefits of Safeguard and the performance of beauty soaps.
        • The home hygiene market was fast becoming part of the beauty market – and soaps offered the most affordable entry point.
        But, while rivals now offering moisturising or whitening products, Safeguard hadn’t kept up. With sales going down the plug hole, MediaCom needed to get Safeguard back to the top of mum’s shopping list. It needed to remind mums why skin germ protection was so important and make family hygiene a priority again.


        Consumers didn’t just need to reassess the importance of skin germ protection, they needed to make it a priority. They needed to create a sense of urgency around the issue and reconnect with wealthier mums. MediaCom realised that, while the economy might have improved, mums’ core priorities hadn’t changed. They still worried about their family’s safety and security - and mum was the person everyone turned to when danger struck. The agency knew that mums regularly tune in to breaking news, via TV, news sites, news alerts and the Facebook pages of key channels. In fact, news and current affairs had the greatest affinity among mums and consistently high ratings.
        The strategy needed to leverage both their concern for their family and their consumption of breaking news. They needed to shock them from their complacency. But they ouldn’t cry wolf. The warnings had to be credible, rapid and appear whenever there was an issue. Safeguard needed to go beyond being just a skin hygiene brand, and become an early warning system for worried mums. The solution would be real-time breaking news. It would interrupt mums’ normal viewing and jolt them into action, helping keep their families safe. It would highlight the dangers of regular events, such as the floods that regularly overwhelm the Philippines’ poor drainage systems, and more regional issues such as bird flu outbreaks. Safeguard would become the national news agency for hygiene risk stories. Each would be reported credibly and with urgency. It would highlight the importance of antibacterial soap in cleaning wounds and preventing the spread of sickness. It would tell mums: it’s time to make sure your family is protected.


        Safeguard created a brand-new, breaking news service focused on hygiene risks. Pamilya On Guard used real news to help mums protect and care for their families. It partnered with the country’s leading news and current affairs media network, ABS-CBN, to build a team of well-known news veterans and star reporters briefed to identify daily news stories that were relevant to the brand. Each content piece was anchored on real-time news designed to make mums realise the clear dangers her family was facing right now. Pamilya On-Guard provided new-to-the world information straight from credible experts. It reacted rapidly to emergencies and calamities across the country and abroad to make sure the mums had the information they needed as soon as possible.

        The content was aired across free TV, niche/cable TV and radio in a regular timeslot, with added news plugs to promote each episode. In digital, content was integrated this content into the ABS-CBN website and mobile app. It even had its own news section on Facebook and used Twitter to push new content.


        Pamilya On Guard has become an established news programme and now attracts higher ratings than ABS-CBN’s own news breaks. It was so credible that even the Department of Health has become a partner in the programme and other P&G brands are now using the same format to build product relevance.
        • Sales grew by nearly $2m during the campaign, helping to sell an extra 14 millions bars of Safeguard in just six months.
        • Since the launch of Pamilya On Guard, Safeguard White shares are the highest they have been in three years.
        • Unaided Brand Awareness has increased by 232% amongst the Safeguard target market.
        • Since the start of the programme, Safeguard has successfully grown the home hygiene category by 2% whilst beauty sales have declined by 5%. Ultimately Safeguard was able to not only attract new users but also convert beauty soap consumers.
        • Pamilya On Guard continues to educate Filipino mums about the importance of family hygiene protection.

          BRAND OWNER:
          Procter & Gamble
          April - September 2013
          MEDIA CHANNEL:
          Direct Marketing,Digital,Mobile,Radio,TV

          Soldier For Women


          A spate of eve-teasing and rape incidents had shattered the nation. Women had lost faith in men and men were losing respect. Few bad apples had maligned the image of all men. The marketing challenge was to resurrect the male image in such a volatile and sensitive period.
          Sexual harassment is an endemic problem in India. Women are taught from childhood to avoid late nights, not to go out alone and distrust strangers. Indian women feel threatened by men but also feel the most protected around them, when they are accompanied by their loved ones ie. brother/father/husband. Other men just didn’t inspire the same confidence, as Indian men would go to any lengths to protect their own; however they would not get involved and behave as bystanders when it came to other women. The Soldierly behaviour was limited to protecting their own, this needed to change.
          It was time for someone to take up the challenge. Challenge to re-instil faith by showcasing the good and encouraging all to stand up together for HER and for the nation. The men, who do stand up for everything right, the ones who do make their little contributions every day in making this society worth living, were feeling outcast and in search of a voice who would speak their heart out.


          Based on the insight “Women feel safe and secured only with their loved ones”, the task for Gillette was to create an environment where men would show solidarity with women and women would feel safe and secure even in the absence of her near and dear ones.
          Mediacom took a look at history and realised that whenever a nation is faced with any catastrophe, it is the soldiers who come in, with their inherent courage, discipline and conviction to win back trust and create balance.. Thus was born - Gillette Soldier For Women.
          The agency leveraged real life 'Soldiers for Women' like the Ex-President of India and noted scientist Dr APJ Abdul Kalam along with India's most credible personalities, to launch a national campaign, inspiring men to take collective fighting action against eve-teasing. Men solemnised their support to protecting women by taking a pledge of “Don’t be a Bystander, Stand by her”.
          Gillette stepped in to give the nation what it was starving for RESPECT and HOPE giving birth to a social initiative “Soldier For Women”.


          The journey of the campaign from the intent of winning back the respect of men in women’s mind to celebrating hope was divided into 3 phases:
          In Phase I, vignettes were encapsulated with celebs urging men to stand up and respect women by taking up the pledge.
          In second phase, women were urged to share stories on how common men have made a difference by displaying soldier values. These inspiring stories ranging from daily experiences at bus stops and trains, to girls saved and rehabilitated from the flesh trade by brave and socially driven Samaritans were showcased on national TV.
          Thus when these acts of bravery were shared across various media, it helped in not only reducing the negativity surrounding the persona of men, but also reassured the women that soldiers do exist in society and they outnumber the bad guys.
          In final phase, top celebrities and eminent speakers participated in panel discussions hosted in a college campus. Also a culmination event was held where all celeb came together to celebrate HOPE
          Gillette joined hands with NGOs –Akshara & Plan India to conduct workshops.
          The brand released an open letter, authored by the Ex-President of India in the leading national newspaper. Contextual ads on Linkedin were aimed at recruiting soldiers by forming a group. It also devised a soldier parade on FB where 1.6 million people joined in just one month. #Soldierforwomen & #iStandup trended in every city and made it more interactive with the TA.
          On International Women’s day, Gillette launched women mobile safety app which allows them to trigger instant alerts in emergency.


          • The campaign delivered 103 Index on Top of line sales and achieved the highest ever off take (122 Index) and overall Gillette share (122 Index)
          • All Gillette key equities grew by +7 -10 %; Awareness was a record 34 % amongst rep (200 IYA)
          • 12 Million men pledged to support women
          • 300,000 stories of Men of Honour
          • 3.4 million YouTube views
          • $5m worth of free media
          • #iStandUp trended no.1 worldwide
          • #SoldierforWomen trended in every city
          • Received 433 blogs with a reach of 34 million
          • Gillette India is amongst Top 5 FMCG YouTube channels
          • 25+ celebs supported the movement free of cost
          BRAND OWNER:
          Procter & Gamble

          Fall déjà-vu!

          THE ORIGINAL? 
          Advil / Pfizer – 2008
          Tagline : “Faster than pain”
          Source : Cannes Archive Online,
          Agency : Publicis (Netherlands)
          LESS ORIGINAL 
          Solpadeine / GlaxoSmithKline – 2011
          Tagline : “Fast acting pain relief”
          Source : Adsoftheworld
          Agency : Ogilvy & Mather (Ukraine)

          Men, women, and flavored condoms

          This print campaign for Kama Sutra Excite, developed by 1pointsize, India gives us reasons for admiring the idea


          The copy reads- Kama Sutra Excite!


          Flavoured Dotted Condoms

          Advertising Agency: 1pointsize, India
          Executive Creative Director: Sharad Haksar
          Creative Director: Anantha Narayan
          Copywriter: E.Prakash
          Art Director: Shanmugha Vel
          Photographer: Sharad Haksar

          Middle East's first Lion of Cannes 2010 |Stopache|Splitting Steven

          Y&R Dubai has picked up the Middle East's first Lion of Cannes 2010 with a Bronze Outdoor Lion for its "Splitting Steven" ad for Paras Pharma's Stopache.

          The ambient execution used headshots on posters which were then posted up with the top half split.

          Sensodyne| Pack

          Sensodyne: Pack, Ice-cream

          Sensodyne: Pack, Coffee

          • Advertising Agency: Grey Brazil
          • Creative Director: Guy Costa
          • Art Directors: Lucas Heck, Ricardo Sarno
          • Copywriters: Fernando Silva, Filipe Medici
          • Photographer: Marlos Bakker
          • Published: February 2010

          Hawaiian Tropic|Extreme Waterproof.”

          “Hawaiian Tropic. Extreme Waterproof.”

          • Advertising Agency: Grey Chile, Santiago, Chile
          • Creative Directors: Miguel Angel Cerdeira, Carlos Guerra Oviedo
          • Art Directors: Miguel Angel Cerdeira, Patricio Céspedes
          • Copywriter: Carlos Guerra Oviedo
          • Illustrator: Ricardo Sal