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Charlie Kimball is a successful race-car driver who was diagnosed with Type 1 diabetes in 2007. He was forced to stop racing mid-season following this. This elaborate social media marketing effort aims to show diabetes suffers that even with diabetes, they can accomplish great things. Charlie resumed racing in 2008 and continues to claim podiums. Novo Nordisk teamed-up with Charlie in this effort to promote Levemir and Novolog brands of insulin.

This effort includes a Facebook fan page, a YouTube Channel, a Twitter account, a blog and a specific page on Novo Nordisk Care’s Website.

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TV commercial

[Voice-over]
Si on devait choisir une pommade pour apaiser les petites irritations et les rougeurs, ce serait Homéoplasmine.
Homéoplasmine est un médicament des laboratoires Boiron, pas avant 30 mois.

[Voice-over]
If we had to chose an ointment to relieve light irritations and redness, it would be Homeoplasmine.
Homeoplasmine is a medicine from Boiron laboratories, not before 30-months of age.

Brand name: Homéoplasmine
Generic name/category: Homeopathic ointment, dermatology, topical
Company: Laboratoires Boiron
Country/Market: France, Europe
Indication(s)/use: dermatitis
Target: Consumers (DTC)
Medium: TV commercial
Size/duration: 15 seconds
Publication/Aired: 2008

House of love

Agency: JEH United, Bangkok
Executive Creative Director: Jureeporn Thaidamrong
Creative Director: Jureeporn Thaidamrong
Art Director: Komsan Wattanavanitchakorn
Copywriter: Jureeporn Thaidamrong, Suwit Ekudompong
Production Company: Phenomena, Bangkok
Director: Thanonchai Sornsrivichai

Brand name: Dentiste Nighttime herbapeutic toothpaste
Generic name/category: herbapeutic toothpaste
Company: Siam Health
Country/Market: Thailand, Asia
Indication(s)/use: oral hygiene
Target: Consumers (DTC)
Tagline: For fresh morning breath
Medium: TV commercial
Size/duration: 45 seconds
Publication/Aired: August 2009

“beautiful”
beautiful

Fast wrinkle removal
Jeternel beauty clinic
www.jeternel-lab.ru

Agency: Voskhod, Yekaterinburg, Russia
Creative Director: Andrey Gubaydullin
Art Director: Vladislav Derevynnykh
Copywriter: Evgeny Primachenko
Illustrator and Designer: Dmitry Maslakov

Brand name: Jeternel beauty clinic
Generic name/category: Beauty clinic, aesthetics, dermatology
Country/Market: Russia, Europe
Indication(s)/use: skin_care, wrinkle removal
Target: Consumers (DTC)
Tagline: Fast wrinkle removal
Medium: Print ad
Size/duration: single-page, poster
Publication/Aired: August 2009
Source: Ads of the World

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4 views
Aug 26, 2009

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attractive?
attractive

Fast wrinkle removal
Jeternel beauty clinic
www.jeternel-lab.ru

Agency: Voskhod, Yekaterinburg, Russia
Creative Director: Andrey Gubaydullin
Art Director: Vladislav Derevynnykh
Copywriter: Evgeny Primachenko
Illustrator and Designer: Dmitry Maslakov

Brand name: Jeternel beauty clinic
Generic name/category: Beauty clinic, aesthetics, dermatology
Country/Market: Russia, Europe
Indication(s)/use: skin_care, wrinkle removal
Target: Consumers (DTC)
Tagline: Fast wrinkle removal
Medium: Print ad
Size/duration: single-page, poster
Publication/Aired: August 2009
Source: Ads of the World

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1 views
Aug 26, 2009

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Pimple climbing
Clearex – acne treatment gel

The Challenge
To expose the target audience, teenagers during their summer break to Clearex acne treatment gel in a surprising and unexpected way.

The creative solution
A poster 5 meter tall featuring a teenage boy, placed on a climbing wall located in the largest and most active climbing center in Israel (1,100 square meters). In order to create the acne illusion we rearranged the climbing grips, placing them where pimples usually appear on the face.

The result
Thousands of teenagers were exposed to the climbing wall (8,000 per month) during their summer vacation and met every pimple “up-close and personal”.

Agency: Shalmor Avnon Amichay/Y&R Interactive Tel Aviv, Israel
Chief Creative Director: Gideon Amichay
Executive Creative Director: Tzur Golan
Creative Director: Yariv Twig
Art Director: Meron Sasson
Copywriter: Sharon Refael
Producer: Hagai Ramati
Photographer: Menachem Reiss

Brand name: Clearex
Generic name/category: acne treatment gel, dermatology
Country/Market: Israel, Asia
Indication(s)/use: Acne
Target: Consumers (DTC)
Publication: August 2009