Canesten Design & Branding HEALTH BUFF by J. Walter Thompson Manila

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HEALTH BUFF

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Industry Health & Pharmaceutical Products
Media Design & Branding
Market Philippines
Agency J. Walter Thompson Manila
Executive Creative Director Dave Ferrer
Art Director Danni Lim
Copywriter Mark Ibaviosa
Illustrator Geoffrey Estevez
Released November 2011

Credits & Description

Category: Illustration
Advertiser: BAYER PHILIPPINES
Product/Service: CANESTEN ANTI FUNGAL CREAM
Agency: JWT MANILA
Executive Creative Director: Dave Ferrer (JWT Manila)
Art Director: Danni Lim (JWT Manila)
Copywriter: Mark Ibaviosa (JWT Manila)
Illustrator: Geoffrey Estevez (JWT Manila)
Account Manager: Albert Largoza (JWT Manila)
Print Producer: Carol Pe Benito (JWT Manila)
Media placement: Poster - Malls - November 1-30, 2011
Describe the brief from the client
Client wanted to announce that unlike other topical creams that simply relieve problems like itching, Canesten’s formula kills the fungi that cause these problems.
Describe the challenges and key objectives
The key objective was to educate people about the cause of skin problems - fungi. Rather than solving surface symptoms like itching, Canesten wanted them to solve the fungal infection which causes skin problems.
Describe how you arrived at the final design
The message for the entire campaign was it’s better to solve problems at its roots. The design idea was to show metaphors of how bad skin problems are deep down and position the product as the solution.
Give some indication of how successful the outcome was in the market
The posters were part of a bigger campaign which took market share from 20% to 27%. By year’s end, Canesten had solidified its market leadership.