Aspirin - "The Tiny Pocket"

AlmapBBDO

AlmapBBDO São Paulo, Brésil

Awards

2828

Marque: Aspirin
Pays: Brésil

Annonceur: Bayer AG

Titre	The Tiny Pocket
Titre (langue originale)	O Bolsinho
Agence	AlmapBBDO
Campagne	O Bolsinho
Annonceur	Bayer AG
Marque	Aspirin
Date de première diffusion/publication	2022 / 4
Secteur d'activité	Médicaments
Synopsis	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.
Type de média	Digital
Longueur	53 seconds
Responsable de la création	Luiz Sanches
Responsable de la création	Pernil
Directeur de création	Pedro Corbett
Equipe créative	Gabriel Carletti
Equipe créative	Hélio Maffia
Equipe créative	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
Equipe média	Fernanda Zenteno
Equipe média	Manuela Day
Equipe média	Felipe Benevides
Equipe média	Angelo Dell'Arciprete Ferronato
Equipe média	Luana Guerra Gallizzi
Content	Chris Mello
Content	Yara Tieppo
Content	Geraldo Gonçalves
Graphiste	José Roberto Bezerra
Graphiste	Marcos de Souza
Agency	Energy BBDO Brasil
Responsable de la création	Pedro Pérez
Responsable de la création	Josh Gross
Directeur de création	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