Aspirin - "The Tiny Pocket"

AlmapBBDO

AlmapBBDO São Paulo, Brasilien

Awards

2822

Marke: Aspirin
Länder: Brasilien

Werbende: Bayer AG

Titel	The Tiny Pocket
Titel (Originalsprache)	O Bolsinho
Agentur	AlmapBBDO
Kampagne	O Bolsinho
Werbende	Bayer AG
Marke	Aspirin
Datum der ersten Ausstrahlung/Veröffentlichung	2022 / 4
Geschäftsbereich	Medikamente
Story	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
Philosophie	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.
Medientyp	Interaktiv
Länge	53 seconds
Chief Creative Officer	Luiz Sanches
Chief Creative Officer	Pernil
Creative Director	Pedro Corbett
Creative Teammitglied	Gabriel Carletti
Creative Teammitglied	Hélio Maffia
Creative Teammitglied	Luz Arroyo
Designer	Marcus Sulzbacher
Designer	Antonio Belchior Neto
Designer	Paulo Lima Altieri
Designer	Dieter Trupel
Agency Liaison	Camila Massari
Agency Liaison	Fernanda Portugal
Agency Liaison	Marcus Aven
Agency Liaison	Manuella Gavioli
Medienteam	Fernanda Zenteno
Medienteam	Manuela Day
Medienteam	Felipe Benevides
Medienteam	Angelo Dell'Arciprete Ferronato
Medienteam	Luana Guerra Gallizzi
Content	Chris Mello
Content	Yara Tieppo
Content	Geraldo Gonçalves
Grafiker	José Roberto Bezerra
Grafiker	Marcos de Souza
Agentur	Energy BBDO Brasil
Chief Creative Officer	Pedro Pérez
Chief Creative Officer	Josh Gross
Creative Director	Allison Hayes
Planning Team	Larry Gies
Planning Team	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