Picot Design & Branding HANGOVER CAMPAIGN by DraftFCB Mexico

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Industry OTC Medicines (Pain Relievers, Cold & Flu)
Media Design & Branding
Market Mexico
Agency DraftFCB Mexico
Creative Director Martin Giudicessi, Ariel Senzacqua
Art Director Felipe Spínola, Rodrigo Sanjuan
Copywriter Mikel Anton
Account Supervisor Luisa Pinto
Released January 2011

Credits & Description

Category: Posters
Product/Service: PICOT PLUS
Executive Vice President - Creative: Nacho Zuccarino (Draftfcb Mexico)
Creative Director: Martín Giudicessi (Draftfcb Mexico)
Creative Director: Ariel Senzacqua (Draftfcb Mexico)
Copywriter: Mikel Antón (Draftfcb Mexico)
Art Director: Rodrigo Sanjuan (Draftfcb Mexico)
Art Director: Felipe Spínola (Draftfcb Mexico)
Illustrator: Niark 1 (Freelance)
Art Buyer: Héctor Méndez (Draftfcb Mexico)
Account Supervisor: Luisa Pinto (Draftfcb Mexico)
Account Manager: Cristina Nájera (Draftfcb Mexico)
Planner: Mariana Hernández (Draftfcb Mexico)
Unit Director, OTC: Fernando Ángel Haua (Brystol Myers Squibb)
Head of Art: Enrique Arellano (Draftfcb)
Media placement: Poster - IN-STORE PHARMACIES AND DRUGSTORES - 1/11/11

Describe the brief from the client
Relaunch Picot Plus, Mexico’s oldest and most familiar hangover relief medicine. Create a funny and appealing campaign for young people, not another OTC medicines’ boring message.

Describe the challenges and key objectives
Raise awareness among new generations of Mexicans.

Describe how you arrived at the final design
Doing exactly as the client asked: trying to communicate a very simple benefit in a compelling way for young people. We wanted to create a piece of work they would love to take over with them. Like a concert’s poster.

Give some indication of how successful the outcome was in the market
The 3 posters we have created were fully spread across social networks and also postcards (handed in at several night spots across the city, as well as at sale points), flew away.