BAGGAGE TAGS by Proximity Germany for Aspirin

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BAGGAGE TAGS

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Industry OTC Medicines (Pain Relievers, Cold & Flu)
Media Design & Branding
Market Germany
Agency Proximity Germany
Creative Director Veikko Hille
Photographer Oliver Lippert
Released December 2010

Credits & Description

Category: Design Typography
Advertiser: BAYER VITAL
Product/Service: ASPIRIN
Agency: BBDO PROXIMITY
Date of First Appearance: Dec 28 2010
Entrant Company: BBDO GERMANY, Düsseldorf, GERMANY
Chief Creative Officer: Christian Mommertz (BBDO Proximity)
Chief Creative Officer: Wolfgang Schneider (BBDO Germany)
Creative Director: Veikko Hille (BBDO Proximity)
Junior Art Director: Fabian Pensel (BBDO Proximity)
Junior Copywriter: Ramón Scheffer (BBDO Proximity)
Account Executive: Cécile Maasch (BBDO Proximity)
Art Buyer: Birgit Paulat (BBDO Proximity)
Head of TV: Steffen Gentis (BBDO Proximity)
Agency Producer: Bernhard Burg (BBDO Proximity)
Agency Producer: Mathias Schöpflin (BBDO Proximity)
Photographer: Oliver Lippert
Media placement: Outdoor Billboard - Airport Düsseldorf - 17.12.2010
Describe the brief from the client
Aspirin Effect is the perfect solution for travellers, not only for headaches, but also for limb pains, body pains and backaches as well. The convenience of taking it without water makes Aspirin Effect a reliable companion on flights. How can we demonstrate this product benefit in a strong and eye-catching way?
Describe the challenges and key objectives
Communicate to passengers on international airports that Aspirin Effect is not just the perfect solution for all kinds of travel sicknesses but it is also the most convenient painkiller for travelling as well.
Describe how you arrived at the final design
To tell the message close to the target audience and the world of travelling, we decided to use elements that are clearly connected to the subject. Thousands of different IATA-airport codes gave us the opportunity to use authentic baggage tags from international airports to create typographic collages. Theses collages show different symptoms of travel sickness that are covered by Aspirin Effect.
Give some indication of how successful the outcome was in the market
The campaign raised a lot of attention around the passengers on international airports. They took pictures of it and ensured that the campaign was spread in many different directions.