Mankind Design & Branding TUMMYVILLE by McCann Erickson Mumbai

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TUMMYVILLE

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Industry Health & Pharmaceutical Products
Media Design & Branding
Market India
Agency McCann Erickson Mumbai
Executive Creative Director Anil Thomas
Creative Director Neel Roy, Meera Jyothis Prem
Art Director Bobby Thomas
Copywriter Neeraja M
Illustrator Andrey Gordeev
Released September 2011

Credits & Description

Category: Posters
Advertiser: MANKIND PHARMA
Product/Service: MANKIND PHARMA
Agency: McCANN WORLDGROUP INDIA
Chief Creative Officer: Prasoon Joshi (Mccann Worldgroup)
Executive Creative Director: Anil Thomas (Mccann Worldgroup)
Creative Director: Neel Roy (Mccann Worldgroup)
Creative Director: Meera Jyothis Prem (Mccann Worldgroup)
Art Director: Bobby Thomas (Mccann Worldgroup)
Copywriter: Neeraja M (Mccann Worldgroup)
Illustrator: Andrey Gordeev
Media placement: Poster - Pharma Stores - 26 Oct 2011 / 1 Month

Describe the brief from the client
The client wanted something simple and eye-catching to communicate its proposition – the best remedy for an upset stomach. With this communication, it wanted to create top-of-mind recall with customers.

Describe the challenges and key objectives
We needed to create a Poster that depicted the state of the stomach when one overeats. Our biggest challenge was to keep it simple, yet engaging.

Describe how you arrived at the final design
Sometimes, food can be a stubborn guest who has grossly overstayed his welcome. Drawing on this insight, we turned food into denizens of the underbelly. Through illustration, we brought different kinds of food alive and depicted the mess they make of the stomach. Our message, installed across Medical Stores in the city, effectively told customers that Gasofast is the best cure for a predicament such as this.

Give some indication of how successful the outcome was in the market
Customers who walked into the stores were drawn to the Poster. They spent time taking in every detail. They appreciated the humour, and absorbed the message. First time trials increased substantially.