| Title | SHIT AD |
| Brand | TEVA |
| Product/Service | MEDICIN |
| Category |
A01. OTC Oral Medicines |
|
Entrant
|
HAVAS LEMZ Amsterdam, THE NETHERLANDS
|
|
Idea Creation
|
HAVAS LEMZ Amsterdam, THE NETHERLANDS
|
|
Media Placement
|
JCDECAUX Amsterdam, THE NETHERLANDS
|
|
Production
|
HAVAS LEMZ Amsterdam, THE NETHERLANDS
|
|
Production 2
|
JOZE RIKKEN Amsterdam, THE NETHERLANDS
|
Credits
| Havas Lemz |
Havas Lemz |
Creative agency |
The Campaign
As embarrassing as we may find talking about constipation, the word ''shit'' is something we have no problems saying. In other words: Shit is sometimes
easier said than done. This hilarious, but very true insight, gave us an angle to open up this subject in a straightforward way, create impact, generate buzz and put a smile on people's face.
Creative Execution
By using very in-your-face colours, typefaces and media, at surprisingly day-to-day places and moments we shamelessly went for impact. Leaving no place for embarrassment. Bumpers on TV, billboards in the streets, posters in store, posts in social media, wherever we touched the target group, we showed the same audacity. Consistency in everything.
During and just after the campaign-period drugstore sales of Metamucil soared. Sales indices went up 50%: from 100 at the start of the campaign to almost 150 the months after. Marketshare of Over-The-Counter sales at the drugstores even quadrupled: from below 5% at the start of the year up to over 20%! A growth-factor of 400%!
For this campaign we used different mediatypes and made the message relevant for the specific medium, or the location of the medium.
Shamelessly simple. That’s what we should be. With limited budget we need bold work to make an impact. As effective as the product itself. Secondly, we wanted to stay away from medical or pharmaceutical connotations to keep barriers low. Thirdly, putting a smile on people's face would be our strongest weapon to take away any social barriers or feelings of embarrassment.