| Title | "OH SHIT" |
| Brand | BOEHRINGER INGELHEIM |
| 1 of 3 Campaign |
| Product/Service | THOMAPYRIN |
| Category |
A01. OTC Oral Medicines |
|
Entrant
|
HAVAS GERMANY Dusseldorf, GERMANY
|
|
Idea Creation
|
HAVAS GERMANY Dusseldorf, GERMANY
|
Credits
| Felix Glauner |
Havas Germany |
CCO |
| Torsten Pollmann |
Havas Duesseldorf |
Executive Creative Director |
| Marjorieth Sanmartin |
Havas Duesseldorf |
Creative Director |
| Peter Holzportz |
Havas Duesseldorf |
Head of Digital Print Service |
| Jan Billmann |
Havas Duesseldorf |
Art Director |
| Martin Gillan |
Havas Duesseldorf |
Copywriter |
| Jonas Boamah |
Havas Duesseldorf |
Fine Art Worker |
| Detlef Stuhldreier |
Havas Duesseldorf |
Print Production Manager |
| Maik Güds |
Havas Duesseldorf |
Photographer |
English Translation of Main Headlines
Headline on pack: Oh shit (™)
Subline on pack: efficient headache relief. 500 times daily
Copy on pack: Research in the UK shows that swearing has a pain reducing effect on the brain. It appears uttering expletives stimulates amygdala neurons that trigger a fight-or-flight response making us less sensitive to pain. But swearing your headache away does have considerable side effects. Namely, no one likes a potty mouth. Dropping the F-bomb in the office can blow your career prospects. And cussing like a common dockyard whore at social occasions will guarantee you never get invited back. So for pain relief that’s effective without being offensive, we suggest something approved by scientists and your mother.
Caption on pack: SOURCE: Neuro Report 2009 Aug 5; 20(12)
Claim: Better swear by (Thomapyrin)
Legal Copy: Thomapyrin® CLASSIC painkillers. For adults and teenagers from 12 years with acute mild to moderate pain. Thomapyrin®. INTENSIVE. For adults