Band-Aid Magic Vision by J. Walter Thompson New York for Band-Aid

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Band-Aid Magic Vision

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Industry Adhesive Plasters, Health & Pharmaceutical Products
Media Case study
Market United States
Agency J. Walter Thompson New York
Executive Creative Director Eric Weisberg
Creative Director Rachael Birnbaum, Yana Hunt, Josh Shabtai
Art Director Bianca Guimaraes
Copywriter Rachel Birnbaum
Released May 2012

Awards

Clio Awards, 2013
Content and Contact - Gold
Digital/Mobile Apps Bronze

Credits & Description

Category: Best New Product Launch/Re-Launch or Multi-Product Promotion at Retail
Advertiser: JOHNSON & JOHNSON
Product/Service: BAND-AID
Agency: JWT NEW YORK
Chief Creative Officer: Jeff Benjamin (JWT North America)
Chief Integration Officer: Mike Geiger (JWT North America)
Executive Creative Director: Eric Weisberg (JWT New York)
Creative Director: Josh Shabtai/Rachael Birnbaum/Yana Hunt (JWT New York)
Art Director: Bianca Guimaraes (JWT New York)
Copywriter: Rachel Birnbaum (JWT New York)
Director Of Creative Technology: Martin Legowiecki (JWT New York)
Director Of Digital Production: Suzanne Molinaro (JWT New York)
Digital Producer: Vanessa Scanlan (JWT New York)
Business Director: Chris Wilson (JWT New York)
Account Executive: Kate Larado/Calais Zagarow (JWT New York)
Band-Aid Brand Team: Bryant Ison/Sean Adee (Johnson&Johnson)
Director Of Technology/Technical Lead/Unity Lead: Ricky Bacon/William Mincy/Won Kim (JWT New York)
IOS Developers: Karl Catigibe/Christine Reindl (JWT New York)
Director Of Content Production: Sergio Lopez (JWT New York)
Brand Director Of Content Production/Content Producer: Caroline Coleman/Mustafa Imam (JWT New York)
Project Manager: Joe Marra (JWT New York)
Character Animations: (9k9 Interactive)
Art Buyer: Richard Cardinali (JWT New York)
Music Producer: Dan Burt (JW TWO)
Media placement: Application - Mobile/Tablet - 26 APRIL 2011

Describe the objective of the promotion.
To launch Band-Aid's line of Muppet bandages, we wanted to do something fun, bold and meaningful for parents and their children.
After all, when a child gets a ‘boo boo,’ they beg their parents for a Band-Aid bandage. Even if they’re not actually hurt. The bandages have a magical effect. Every year, 4bn of these 'magical' Band-Aid bandages are sold. That’s more than game consoles, cable boxes and smart phones. Which gave us an idea. What if we transformed those billions of bandages into magical, multi-media experiences, specifically designed to entertain away kids’ pain.

Describe how the promotion developed from concept to implementation.
BAND-AID® Magic Vision: featuring the Muppets, it combines the emotional connection kids and parents already feel about our bandages with the power of augmented reality and everyone’s favourite characters: the Muppets.
When a parent applies a Muppets Band-Aid bandage to their child’s ‘boo-boo’ and scans it with their iPhone/iPad mobile app, it becomes a stage, where Kermit the Frog, Miss Piggy and Gonzo come to life, to cheer them up. It’s a fun and helpful new way for parents and kids to use their beloved bandages.

Explain why the method of promotion was most relevant to the product or service.
While Band-Aid Magic Vision delivers an augmented reality experience that pushes the boundaries of what’s possible, it always does so in the service of the child-parent experience.

Kermit leaps up out of the bandage into a swing, serenading ‘boo boo’ sufferers. Miss Piggy’s red carpet unfurls from the bandage, where she poses and asks users to take photos. Gonzo performs a stunt designed to make kids of all ages forget their worries.

Now parents and kids can use their Band-Aid Brand Muppet bandages to heal the hurt in a whole new way.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Our Johnson & Johnson clients were so enthusiastic about Band-Aid Magic Vision that we are already in discussions to develop the next generation of the app. There are plans to create versions on a global scale for a number of upcoming J&J partnerships and properties.