Band-Aid Design & Branding, Case study, Making of THE LITTLE WOUNDIES by J. Walter Thompson Sao Paulo

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THE LITTLE WOUNDIES

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Industry Adhesive Plasters
Media Design & Branding, Case study, Making of
Market Brazil
Agency J. Walter Thompson Sao Paulo
Executive Creative Director Ricardo John, Andre Pallu, Roberto Rezende
Creative Director Fabio Miraglia, Roberto Fernandez, Rinaldo Ferrarezi, Mario D`andrea, Fábio Brandão
Copywriter Leandro Pinheiro | João Braga | Fabio Maca
Account Supervisor Isabel Rossetto, Carla Magro | Priscila Arakelian
Released September 2011

Credits & Description

Category: Best fictional program, series or film where a client has successfully created a drama, comedy or miniseries around a product or brand
Advertiser: JOHNSON & JOHNSON
Product/Service: BAND AID AQUABLOCK
Agency: JWT BRAZIL
Executive Creative Director/Creative Director: Roberto Fernandez (JWT)
Executive Creative Director: Ricardo John (JWT)
Creative Director: Mario D’Andrea (JWT)
Creative Director: Fábio Brandão (JWT)
Creative Director: Rinaldo Ferrarezi (JWT)
Copywriter: Leandro Pinheiro (JWT)
Art Director/Illustration: Rodrigo Adam (JWT)
Illustration: Big Studio (Big Studio)
Illustration/Producer: Mano Mediaworks (Mano Mediaworks)
Account Manager: Fernanda Antonelli (JWT)
Account Manager: Luciana Rodrigues (JWT)
Account Supervisor: Isabel Rossetto (JWT)
Account Supervisor: Carla Magro (JWT)
Account Supervisor: Priscila Arakelian (JWT)
Planner: Ken Fujioka (JWT)
Planner: Paulo Macari (JWT)
Planner: Joyce Moraes (JWT)
Production Director: Mariano Sorrentino
Episodes Script: Patricio Sorrentino
Animation: Santiago Villa
Media placement: TV - Discovery Kids Channels - 24/6/2011

Campaign Description
There is practically 1 TV station that has most of the audience in Brazil. This greatly increases the media spendings. Also, to reach the mothers, we would have to advertise it on prime time. In conclusion: very high investment.

Effectiveness
Challenge: Undo the thought that wounds need to breath to get better. Also to increase the share of consolidated products.

Objectives: Show the importance of protecting the wounds. Protected wounds get better faster, don’t bother you, dont have the risk of getting worse.

Strategy: speak with the kids instead of the mothers. Use a children-based channel to transmit the message, and use the kids to pass forward the messages.

Execution: We created a cartoon on Discovery Kids: The Little Wounds, instead of commercials' content. We made up characters, each one representing one kind of wound that is common in kids: Little Scratch, Little Cut, Little Wound, Little Blister and Little Lump.

Implementation
The first seasons episode shows the Little Wounds on adventures and playing games, to show that the fun doesnt end because of a wound.

Outcome
• Historic Sales Record of Band-Aid
• More than 20% of increase in market share
• The products with the Little Wounds brand represented 37% of the sales.
• And most importantly: children lose the fear of their wounds.