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Wash

headlinecnen
For persistent headaches.
basics
Industry: Pharmaceutical
Media:TV & Cinema
Published:Apr., 2012
Market:Philippines
Language:English
Style: Minimalism
descriptioncnen
Problem
Saridon is a relatively small brand in the Visayas and Mindanao region. Our task was to re-launch the brand and to drive trial from a market known to be fiercely loyal to the competition with giant advertising budgets. All we needed was a campaign that would hit our market hard but would also make wise use of our limited budget.
情节
Hardworking people get attacked by repeated headache symptoms in the form of persistent "headache doubles!"
Philosophy
A Film Campaign that dramatizes persistent headache attacks in an engaging, humorous way, one that's relevant to our target market's experiences. The spots show repeated headaches coming to life in the form of "headache doubles" and attacking hardworking people nonstop, while they work nonstop. The headaches are usually aggravated by our market's already tough working conditions, therefore the need for a more powerful remedy.
Result
The Saridon campaign continues to make a huge impact in the analgesics category. With just 0.3% the advertising budget of the top 2 brands, Saridon achieves 77% increase in sales, growing 110% - three times faster than the category, and pushing the brand from out of nowhere straight to number three, nationwide!
credit
Brand:
Agency:
Chief Creative Officer:
Executive Creative Director:
Creative Director:
Copywriter:
Art Director:
Account Supervisor:
Advertiser's Supervisor:
Account Manager:
Planner:
Production Company:
Producer:
Director:
Director of Photography:
Editing:
Sound Design:
Post Production:
awards
Clio Awards 2013
Silver Film
Television/Cinema
D&AD 2013
In-Book TV & Cinema Advertising
TV Commercial Campaigns
The One Show 2013
Bronze Pencil Consumer Television
:20 and Under - Campaign
The One Show 2013
Merit Consumer Television
:20 and Under - Single
Asia Pacific Advertising Festival 2013
Gold Film
Health and Personal Care
London International Advertising Awards 2012
Silver TV/Cinema/Online Film
Cosmetics/Toiletries/Pharmaceuticals
London International Advertising Awards 2012
Bronze TV/Cinema/Online Film
Cosmetics/Toiletries/Pharmaceuticals
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