Visine dry eye relief

About the marketing effort
On Wednesday 23rd September 2009, Sydney experienced one of its worse dust storms on record when winds of up to 100km/h shifted more than 75,000 tonnes of orange dust every hour from the Australian outback and then blanketed the city in a thick film of red.

Unlike anything ever seen before by residents or weather experts, the dust storm provided a perfect tactical opportunity for Visine Dry Eye Relief. Using a saline solution, we stenciled the Visine logo onto dust-covered sidewalks, cars and shop-front windows around Sydney, highlighting the product’s ability to soothe and refresh dry eyes.

Visine is a brand of eye drops produced by Johnson & Johnson. Johnson & Johnson acquired Visine, along with Pfizer’s entire consumer healthcare portfolio, in December 2006.

The active ingredients in the original Visine formulation are potassium chloride and tetrahydrozoline hydrochloride which is a vasoconstrictor, and therefore constricts the eye’s superficial blood vessels to “get the red out”, as claimed in Johnson & Johnson’s advertising.

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Agency: JWT Sydney, Australia
Associate Creative Director: John Lam
Creative Group Head: Laurie Geddes
Art Director: Steven Iannello
Copywriter: Ben Clare
Group Account Director: Paul Coles

Brand name: Visine
Generic name/category: potassium chloride and tetrahydrozoline hydrochloride, ophtalmology
Company: Johnson & Johnson
Country/Market: Australia, Oceania
Indication(s)/use: Dry Eye
Target: Consumers (DTC)
Tagline: Visine dry eye relief
Medium: commando marketing / guerrilla marketing
Size/duration: Decal, sidewalks
Publication/Aired: September 2009

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A cowboy arrives at a ranch on horse-back. He puts his horse in its stall and takes care of it.
He goes out, observes his animals. He puts out a cigarette, pulls out a pack of Soletin C Defense vitamins from his chest pocket.
He then puts a piece of wheat in his mouth.

[Voice-over]
Come to Soletin Country. Come to where vitamins are against damages caused by smoking.
Soletin C Defense. For smokers

[Super] Specialized vitamin against the damages caused by smoking.

Brand name: Soletin C Defense
Generic name/category: Vitamins and Minerals, food supplements
Country/Market: Hungary, Europe
Indication(s)/use: Vitamin for damages caused by smoking and nicotine
Target: Consumers (DTC)
Medium: TV commercial
Size/duration: 30 seconds
Publication/Aired: 2009

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Make hay of every day

Ask here for fast hayfever relief without drowsiness

Fexofenadine (Allegra, Telfast, Fastofen, Tilfur) is an antihistamine drug used in the treatment of hayfever and similar allergy symptoms. It was developed as a successor of and alternative to terfenadine (brand names include Triludan and Seldane), an antihistamine with potentially serious contraindications. Fexofenadine, like other second and third-generation antihistamines, does not readily cross the blood-brain barrier, and so causes less drowsiness than first-generation histamine-receptor antagonists. It works by being an antagonist to the H1 receptor.

It has been described as both second-generation and third-generation.

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Agency: Publicis Life Brands, Sydney, Australia
Creative Director: Nicki Mortimer
Art Director: Rob Kelly
Copywriter: Nicki Mortimer
Agency Producer: Andrew Wallace

Brand name: Telfast
Generic name/category: Fexofenadine, antihistamine
Company: Sanofi-Aventis
Country/Market: Australia, Oceania
Indication(s)/use: hey fever, allergies
Target: Consumers (DTC)
Tagline: Make hay of every day
Medium: Print ad
Size/duration: poster
Publication/Aired: 2009

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Sep 13, 2009

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Make hay of every day

Ask here for fast hayfever relief without drowsiness

Fexofenadine (Allegra, Telfast, Fastofen, Tilfur) is an antihistamine drug used in the treatment of hayfever and similar allergy symptoms. It was developed as a successor of and alternative to terfenadine (brand names include Triludan and Seldane), an antihistamine with potentially serious contraindications. Fexofenadine, like other second and third-generation antihistamines, does not readily cross the blood-brain barrier, and so causes less drowsiness than first-generation histamine-receptor antagonists. It works by being an antagonist to the H1 receptor.

It has been described as both second-generation and third-generation.

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Agency: Publicis Life Brands, Sydney, Australia
Creative Director: Nicki Mortimer
Art Director: Rob Kelly
Copywriter: Nicki Mortimer
Agency Producer: Andrew Wallace

Brand name: Telfast
Generic name/category: Fexofenadine, antihistamine
Company: Sanofi-Aventis
Country/Market: Australia, Oceania
Indication(s)/use: hey fever, allergies
Target: Consumers (DTC)
Tagline: Make hay of every day
Medium: Print ad
Size/duration: single-page, poster
Publication/Aired: 2009

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0 views
Sep 13, 2009

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Against bad breath.

Agency: RGA Comunica?§?£o, Recife, Brazil
Creative Director: Daniel Zago
Art Directors: Olivia Nowak,Gabriel Linhares
Copywriters: Daniel Zago, Ricardo Zaclis
Typographer: Olivia Nowak
Photographer: Sven Schrader

Brand name: Even Mouthwash
Generic name/category: Mouthwash, oral hygiene
Country/Market: Brazil, South America
Indication(s)/use: bad breath
Target: Consumers (DTC)
Tagline: Against bad breath
Medium: Print ad
Size/duration: single-page, poster
Publication/Aired: 2009
Source: Ads of the World

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3 views
Aug 20, 2009

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Against bad breath.

Agency: RGA Comunica?§?£o, Recife, Brazil
Creative Director: Daniel Zago
Art Directors: Olivia Nowak,Gabriel Linhares
Copywriters: Daniel Zago, Ricardo Zaclis
Typographer: Olivia Nowak
Photographer: Sven Schrader

Brand name: Even Mouthwash
Generic name/category: Mouthwash, oral hygiene
Country/Market: Brazil, South America
Indication(s)/use: bad breath
Target: Consumers (DTC)
Tagline: Against bad breath
Medium: Print ad
Size/duration: single-page, poster
Publication/Aired: 2009
Source: Ads of the World

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3 views
Aug 20, 2009

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Do you know how much you really spend on cigarettes?

tabaconomia.com.br

Agency: master comunica?§?£o
Executive Creative Director: Flavio Waiteman
Art Director: David Keller
Copywriter: Victor Afonso
Photographer: Alexandre Salgado

Brand name: tabaconomia.com.br
Generic name/category: public service
Company: [url=]Company[/url]
Country/Market: Brazil, South America
Indication(s)/use: stop smoking, smoking cessation
Target: Consumers (DTC)
Medium: Print ad
Size/duration: double-page spread, poster
Publication/Aired: 2009

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2 views
Aug 26, 2009

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