What a headache!!!!!
3 ingredients working together to relieve pain, and a fast-release stripe.
What headache?

3 ingredients combined to relieve pain
1 fast release stripe
4 life’s everyday headaches

If you’re having a “not tonight, I have a headache” kind of headache and you’re a guy.
This is your Excedrin Strength relief.

Excedrin Strength relief delivered at Excedrin Speed.

Brand name: Excedrin
Generic name/category: acetaminophen, aspirin, and caffeine
Company: Novartis
Country/Market: USA, North America
Target: Consumers (DTC)
Tagline: What Ache?
Medium: Print ad
Size/duration single-page
Publication/Aired: 2009

To see all of the ads from this campaign, click here
To see all of this brand’s ads on AdPharm, click here

Print Executions

Chaque fois que vous couchez avec quelqu’un, vous couchez aussi avec son passé.

VIH: Faites-vous tester
etesvousarisque.ca

Every time you have sex with someone, you’re also having sex with their past.

HIV: Get tested

Web Banners

One life

To find out if you’re at risk for HIV, click here.

Every time you sleep with someone, you’re also sleeping with his past.

Agency: BleuBlancRouge
Creative Director: Dominique Trudeau
Art Director: Sébastien Deland
Copywriter: Guillaume Blanchet
Agency Producer (print): Lisa Arduini
Photographer (Print): Alain Desjean
Agency Producer (Web): Annie-Luce Hynes, Marie-Claude Roy
Flash developer: Bob Mainguy

Brand name: Une Vie / One Life
Generic name/category: Public service
Company: Bristol-Myers Squibb (BMS)
Country/Market: Canada, North America
Indication(s)/use: HIV, Disease awareness
Target: Consumers (DTC)
Tagline: Chaque fois que vous couchez avec quelqu’un, vous couchez aussi avec son passé.
Every time you have sex with someone, you’re also having sex with their past.
Publication: 2009
Source: AMPQ

What ache?
Relief so fast, so strong, you’ll quickly forget you had a pain.
Excedrin strength relief delivered at Excedrin speed.
3 ingredients working together to relieve pain, and a fast release stripe.

Extra strength Tylenol does many things well, but
four clinical studies, among thousands of people, prove
Excedrin relieves headache pain better.

Brand name: Excedrin
Generic name/category: acetaminophen, aspirin, and caffeine
Company: Novartis
Country/Market: USA, North America
Indication(s)/use: headache pain reliever
Target: Consumers (DTC)
Tagline: What Ache?
Publication: People Magazine May and June 2009

To see all of this brand’s ads on AdPharm, click here

Background:
Prostate cancer is the most common cancer amongst men.
One of the symptoms is the increasing difficulty to urinate. However, when detected and treated in the early stages of disease, prostate cancer has a cure rate of over 90%

Challenge:
The Belgian Association of Urologists asked us to raise awareness about prostate diseases by convincing men to visit their urologist for a screening. But how can you reach all Belgian men without a media budget?

Solution:
We took Belgium’s most famous landmark: Manneken Pis, a small bronze fountain depicting a naked little boy urinating. Simply by lowering the water pressure we turned Manneken Pis into Manneken Drip. To the spectacle, we added a sign reading ‘Having trouble urinating? Have a prostate check today.’

Results and Effectiveness:
The reactions were overwhelming. The dripping statue was an item in every possible newspaper and an issue on more than 15,000 websites. Our action got coverage on national radio and tv news. Urologists were interviewed to explain the problem on television and EU Health Commissioner Markus Kyprianou spontaneously supported our action. But more important: the awareness campaign didn’t miss its goal. Our message reached an estimated 85% of the Belgians.

September 14th – European Prostate Awareness Day.
Having trouble urinating? Have a prostate check today.

Agency: Famous
Creative Directors: Christophe Ghewy, Tim Driesen, Joeri Van Den Broeck
Copywriter: Iwein Vandevyver
Art Director: Tom Jacobs

Brand name: European Prostate Awareness Day
Generic name/category: Disease awareness
Company: Belgian Association of Urologists
Country/Market: Belgium, Europe
Indication(s)/use: Prostate diseases
Target: Consumers (DTC)
Publication: 2009