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Wyeth: Back
| See full size 1276x847 px | |
| Released: | June 2008 |
| Avertiser: | WYETH |
| Agency: | Y&R MEXICO |
| Country: | Mexico |
| Category: |
Toiletries & pharmaceuticals
|
| Awards: |
Cannes Lions 2008 Media Bronze
|
| Tags: |
Case study
Cannes 2008
|
Credits:
Type Of Entry: Product and Service
Category: Healthcare & Medical
Title: BACK
Advertiser/Client: WYETH
Product/Service: ROBAXISAL GOLD BACK MEDICATION
Entrant Company, City: Y&R MEXICO, Mexico City
Country: MEXICO
Media/Advertising Agency, City: Y&R MEXICO, Mexico City
Country: MEXICO
Category: Healthcare & Medical
Title: BACK
Advertiser/Client: WYETH
Product/Service: ROBAXISAL GOLD BACK MEDICATION
Entrant Company, City: Y&R MEXICO, Mexico City
Country: MEXICO
Media/Advertising Agency, City: Y&R MEXICO, Mexico City
Country: MEXICO
Credit Details:
| Name | Position | Company |
| Carl Jones | Creative Director | Y&R Mexico |
| Alejandro Avila | Creative Director | Y&R Mexico |
| Juan C. Montes | Copywriter | Y&R Mexico |
| Fernando Cajigas | Photographer |
Innovative Media Strategy:
The strategy was to creatively demonstrate what it feels like when your back hurts, and to inform consumers that Robax Gold can kill the pain because it is the back expert.
Creative Execution:
We found an original way of communicating that Robax Gold is the expert for killing back pain, using posters placed on street corners. These posters had been were folded on the spine of the model to demonstrate what it is like to have back pain.
Target Audience:
The posters were placed close to purchase points like drug stores or supermarkets, places where our target market usually walks.
Effectiveness:
We have no idea how effective the posters were because we haven't done a post test yet.