Aspirin - "The Tiny Pocket"

AlmapBBDO

AlmapBBDO São Paulo, Brazil

Премии

2969

Бренд: Aspirin
Страна: Brazil

Рекламодатель: Bayer AG

Заголовок	The Tiny Pocket
Заголовок (оригинальный язык)	O Bolsinho
Агентство	AlmapBBDO
Кампания	O Bolsinho
Рекламодатель	Bayer AG
Бренд	Aspirin
Дата первой трансляции/Публикации	2022 / 4
Бизнес сектор	Безрецептурные препараты (обезболивающие, от простуды и гриппа, ...)
История	In a campaign supported by major Brazilian fashion brands, Bayer reframes the tiny jeans pocket to remind consumers about the importance of always having an Aspirin on hand
философия	Bayer Aspirin is recommended for a variety of health problems, from relieving headaches to playing a key role in reducing the risk of cardiovascular diseases. To remind people about how important it is to have an Aspirin on you when you need one, Bayer is launching an ad campaign created by AlmapBBDO, aimed mainly at young people and tapping into a subject that the target is keenly interested in: fashion. The insight came from a question: “Why do jeans have a tiny pocket?” The compartment, which arose with the pants in the Wild West and was originally used to store pocket watches, has been without a purpose for over a century, but remains a part of the design to this day. “Based on that premise, we came up with an initiative to redefine the function of the pocket, suggesting that it be used exclusively to store Bayer Aspirin® – which, for that matter, fits perfectly in it,” says Luiz Sanches, Chairman & CCO of AlmapBBDO. The move is supported by three Brazilian fashion brands – Amapô, Lilly Sarti, and Oriba – and includes a limited-edition line of pants with eight different patterns on the mini-pocket to highlight its new function and remind people about Bayer Aspirin®. The initiative will be launched on the covers of the Brazilian editions of Vogue and GQ, including a digital fashion show Moreover, in order to generate awareness and reinforce the use of the pocket to store the product, the brand will be backed up by 40 influencers, including Luciana Gimenez (@lucianagimenez), John Drops (@Johndrops), and Mareu (@msuconic), who will publicize the move to use the mini-pockets on their social media. Select members of our team of influencers will restyle their own pants, kick-starting a DIY movement to encourage consumers to follow suit. The campaign, whose media strategy was also developed by AlmapBBDO, may be seen on Bayer’s social media, as well as via Amapô, Lilly Sarti, and Oriba. Offline, meanwhile, a branded content push involves OOH offshoots, among other pieces.
Тип медиа	Digital
Длина	53 seconds
Главный креативный директор	Luiz Sanches
Главный креативный директор	Pernil
Креативный директор	Pedro Corbett
Креативная команда	Gabriel Carletti
Креативная команда	Hélio Maffia
Креативная команда	Luz Arroyo
Дизайнер	Marcus Sulzbacher
Дизайнер	Antonio Belchior Neto
Дизайнер	Paulo Lima Altieri
Дизайнер	Dieter Trupel
Agency Liaison	Camila Massari
Agency Liaison	Fernanda Portugal
Agency Liaison	Marcus Aven
Agency Liaison	Manuella Gavioli
Медиа-команда	Fernanda Zenteno
Медиа-команда	Manuela Day
Медиа-команда	Felipe Benevides
Медиа-команда	Angelo Dell'Arciprete Ferronato
Медиа-команда	Luana Guerra Gallizzi
Содержание	Chris Mello
Содержание	Yara Tieppo
Содержание	Geraldo Gonçalves
Графический художник	José Roberto Bezerra
Графический художник	Marcos de Souza
Агентство	Energy BBDO Brasil
Главный креативный директор	Pedro Pérez
Главный креативный директор	Josh Gross
Креативный директор	Allison Hayes
Группа планирования	Larry Gies
Группа планирования	Doug Malcolm
Agency Liaison	Javier Bracero
Agency Liaison	Amanda Nieman
Agency Liaison	Donna Wilson
Approval Client	Patricia Corsi
Approval Client	Reese Fitzpatrick
Approval Client	Trevor Thrun
Approval Client	Amalia Chondromatidou
Approval Client	Philipp Schuster
Approval Client	Andrea Guerriero