Pharmaceuticals, Beauty Products, Cosmetics & Toiletries

The Shortlist
CAMPAIGN
A Message From Your Future Baby
AGENCY
OMD Hong Kong
CLIENT
Wyeth Nutrition
BRAND
Wyeth Materna
DETAILS
Being a good parent can never be harder in Hong Kong. Small and crowded living spaces, increasing inflation, prolonged working hours as well as the competitive culture made young couples doubt their capability to raise a child. So we gave ourselves a mission to strengthen their determination of building a family and get physically ready, by offering the emotional support and professional nutrition advice they need!
 
Through our simulated parenting experience, young couple could have a first taste of parenthood by interacting with their future baby created. The experience built a profound connection that brought couples and babies closer through interactions could motivate them to start pre-natal preparation and brand recall.

Note: Results are confidential
CAMPAIGN
BANDAID - Heal with Love
AGENCY
BBDO/PROXIMITY CHINA
CLIENT
Shanghai Johnson & Johnson Pharmaceuticals
BRAND
BandAid
DETAILS
To hundreds of millions of Chinese mums who buy medicated strips for their families, all brands are the same – they look the same, feel the same, and seem to do more or less the same thing.
 
It is no wonder that Band-Aid, the 25-year old pioneer brand in China, has lost its dominant position in the market: its share of the category dropped to only 36% in 2013, and declined even further to only 18% by the first half of 2014 (source: IMS).
 
To revitalize the brand, we had to find a way to more clearly distinguish Band-Aid from the rest of the pack.
 
Armed with the unique insight that a medicated strip alone cannot stop a child from crying after getting a wound without mum’s loving touch, we changed the way we portrayed Band-Aid – from being just another small piece of medicated adhesive paper, to being a physical canvas on which moms can imprint their healing love.
 
At the centre of our “Heal with Love” campaign was a digital platform which enabled mums to customize a Band-Aid strip with their own expressions of love. This transformed our strips into a medium for mums to share their healing stories.
 
This unique portrayal of what a medicated strip is propelled “Band-Aid” to become the top-branded content on Sina Weibo (China’s version of Twitter). Key word search for “Band-Aid邦廸” also increased more than 52-fold.
 
More importantly, it helped grow Band-Aid sales by 9% - reversing years’ of continuous declines. 
CAMPAIGN
Cheers to Manhair!
AGENCY
Publicis Communications
CLIENT
JK Helene Curtis
BRAND
Park Avenue Beer Shampoo
DETAILS
Park Avenue, the all men’s brand, spotted a new opportunity in personal care. Men’s Hair Care was currently serviced by either unisex or female centric brands.
 
Since ‘Manhair’ was totally different, Park Avenue created a unique product that fit it best- Beer Shampoo. It bellowed ‘Cheers to Manhair!’
 
The campaign launched the first all-men’s shampoo in in India. It ensured high brand recognition, salience and initial sales for the brand to build upon. 
CAMPAIGN
Hana Water Billboard
AGENCY
TBWA Santiago Mangada Puno
CLIENT
Peerless Lion, Inc.
BRAND
Hana
DETAILS
Manila’s Pasig River, 25 kilometers of clean water, was transformed into a massive sewer system from decades of pollution.
 
Shokubutsu HANA, a personal care brand that manufactures products made from 100% natural cleansing ingredients, believes in the restorative powers of nature. It joins the fight to help bring Pasig River back to life with an ad that does more than just send a message. The world’s first water-cleaning billboard was created -- powered by nature, to help preserve nature.
 
Its design and words make use of Vetiver, non-invasive grass that can naturally absorb pollutants in the wastewater.
 
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