DOGS by Y&R New York for Protex

DOGS

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Industry Skin Care
Media Design & Branding
Market United States
Agency Y&R New York
Executive Creative Director Ecd- Gerry Graf Gcd- Scott Vitrone, Ian Riechenthal
Creative Director Damian Coscia, Ícaro Dória, Guillermo Vega, Meg Rogers
Photographer Jamie Chung
Released March 2009

Credits & Description

Category: Posters
Advertiser: PROTEX
Product/Service: HAND SANITIZER
Agency: Y&R
Date of First Appearance: Mar 11 2009 12:00AM
Entrant Company: Y&R, New York, USA
Executive Creative Director: Ian Riechenthal (Y&R New York)
Executive Creative Director: Scott Vitrone (Y&R New York)
Creative Director: Guillermo Vega (Y&R New York)
Creative Director: Meg Rogers (Y&R New York)
Creative Director: Icaro Doria (Y&R New York)
Associate Creative Director/Art: Kleber Menezes (Y&R New York)
Associate Creative Director/Copy: Corey Rakowsky (Y&R New York)
Digital Artist: Raul Pardo (Y&R New York)
Photographer: Jamie Chung
Media placement: OOH - TopMarket, Supermarket Gondolas, Bangkik - 11, March 2009
Media placement: OOH - Dematology Convention, Bangkok - 11, March 2009

Describe the challenges and key objectives
The biggest challenge was to remind people how dirty their hands were at the point of decision – at the grocery store or pharmacy. The problem is, most people don’t usually go into those places with noticeably filthy hands. So the biggest challenge was to remind people that germs are on everything you touch, and those germs will stay on your skin for hours, unless you wash them off with antibacterial soap.

Describe the brief from the client
In the aftermath of the swine flu outbreak, our Protex client wanted to remind people that germs were everywhere. Not just on the obvious places, but on everything you touch. The kind of things that you come into contact with, then never give a second thought to. The solution was to encourage people to buy more Protex, and wash their hands more often.

Describe how you arrived at the final design
By recasting the things we touch every day into Œgerms’ that stay on your hands, we reminded people that they’re always carrying unwelcome guests on their skin. And that these things will stay with them until they wash them off with Protex.

Give some indication of how successful the outcome was in the market
Though individual store sales statistics have not been released as of this writing, the posters drew noticeably more traffic to the toiletry aisle, while the tiny details within the posters resulted in people spending more time in front of the Protex display specifically