Agency: Barnes, Catmur & Friends Auckland, New Zealand
Photographer: Craig Owen

Brand name: Widex Hearing Aids
Generic name/category: hearing aids
Country/Market: New Zealand, Oceania
Indication(s)/use: hearing loss, deaf
Target: Consumers (DTC)
Tagline: Heard but not seen
Medium: Print ad
Size/duration double-page spread poster billboard
Publication/Aired: 2009

The Mouth of Horrors
Escape with Mebucaine.

Agency: Saatchi & Saatchi Cape Town
Executive Creative Director: John Pallant
Creative Director: Anton Crone
Art Director: Larissa Elliott
Copywriter: Alice Gnodde
Illustrator: Am I Collective
Photographer: Jillian Lochner

Brand name: [url=]Brand[/url]
Generic name/category: Tyrothricin, Throat Lozenges
Country/Market: South Africa, Africa
Indication(s)/use: sore throat relief
Target: Consumers (DTC)
Tagline: Escape the mouth of horrors
Publication: April 2009

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

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

The activia touring van: dedicated to digestive comfort!

Boucherville, March 30^th, 2009 – From March 26th to April 21st, the Activia 14-Day Challenge^TM will be hitting the road in a fully-equipped touring van to greet consumers on its tour of the various Canadian markets.

A true semi-annual meeting with consumers–now in its fourth year–is celebrating the beneficial effects that regular consumption of Activia probiotic yogourt can have on digestive health.

The Activia touring van will invite consumers to treat themselves to a little break so they may find out more about digestive health and probiotics, and to register for the Activia 14-Day Challenge^TM. This tour is structured around the following features:

• a touring van bearing the colours of the Activia 14-Day Challenge^TM with an 8 x 14 foot lounge area inside;

• an interactive terminal for registering for the Activia 14-Day Challenge^TM;

• a plasma screen showing a video on the topic of digestive health;

• relaxing and inviting background music;

• an on-site nutritionist available to offer advice on ways of taking care of one’s digestive health;

• a private area with a comfortable armchair, headset and explanations on the importance of abdominal (deep) breathing, given by a yoga expert.

The tour also involves a distribution of samples of Activia yogourt, ballots to a contest with a chance of winning a package valued at $1,000, and discount coupons for future purchases of Activia yogourt.

According to a CROP survey conducted last year, 50 percent of women in Canada aged 18 to 70 claimed to suffer from digestive problems at least once a week, leaving them feeling uncomfortable and tired. “If many people are experiencing digestive health problems, clearly it still remains today a topic that we have difficulty discussing easily,” points out Geneviève Bolduc, Brand Manager of Activia Canada. “The Activia touring van will provide an opportunity for consumers to speak openly with experts about their digestive health so they may then be able to take measures to improve it as much as possible.”

The Activia 14-Day Challenge^TM Tour will be making its way through the Greater Montreal Area from March 26th to 29th, the Greater Toronto Area between April 3rd and 9th and, finally, the Calgary Region between April 15th and 21st.

In Canada, Danone Inc., a member of Groupe Danone, is a world leader in the agrifood industry. Producing superior quality products that combine good taste, health and well-being, Danone is Canada’s top yogourt producer. Danone thrives on its conviction that its activities must be directly aimed at improving the lives of all Canadians, present and future. For more information, visit: www.danone.ca.

Client: Danone Inc. in Canada
Marketing Director: Calvin Hwang
Senior Brand Leader, Activia: Ben Angeloni
Brand Leader, Activia: Geneviève Bolduc

Agency: Enzyme Inc.
Board Director: Lina Vandal
Senior Consultant: Judith St-Pierre