Stopache: SPLITTING HEADACHE by Y&R Dubai for Stopache

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Industry Health & Pharmaceuticals
Media Design & Branding
Market United Arab Emirates
Agency Y&R Dubai
Copywriter Kalpesh Patankar, Parixit Bhattacharya
Released June 2011


Cannes Lions 2011
Design Lions Posters Gold

Credits & Description

Type of Entry: Graphic Design & Design Crafts
Category: Posters
Advertiser/Client: PARAS PHARMA
Product/Service: STOPACHE
Design/Advertising Agency: Y&R DUBAI, UNITED ARAB EMIRATES

Chief Creative Officer/Creative Director: Shahir Zag (Y&R Dubai)
Creative Director/Art Director: Kalpesh Patankar (Y&R Dubai)
Art Director/Photographer: Umran Shaikh (Y&R Dubai)
Art Director/Photographer: Daniel Botezatu (Y&R Dubai)
Copywriter: Kalpesh Patankar (Y&R Dubai)
Copywriter: Parixit Bhattacharya (Y&R Dubai)
Client Services Director: Matthew Collier (Y&R Dubai)
Planner: Nadine Ghossoub (Y&R Dubai)
Marketing Manager: Prabhu Kartikeyan (Paras Pharma)

Brief Explanation:
Migraine = Stopache. STOPACHE is a challenger brand with a limited budget. So to outdo bigger OTC brands such as Panadol and Aspirin, they needed a low-budget, highly-targeted campaign (in terms of audience and location) with an impactful execution.
Describe the brief from the client:
• To highlight the pain that migraine patients are suffering from and position
STOPACHE as the perfect solution.
• With a limited budget, help STOPACHE become the top-of-mind brand
in a highly competitive category against bigger and more established brands
such as Panadol and Aspirin.
Description of how you arrived at the final design:
Strategically placed outside clinics and pharmacies, the splitting poster is a high-impact,
limited-budget ambient campaign that demonstrates the extreme suffering that anyone
who has migraine is in. Featuring portraits of people in great pain, it brought a great deal
of attention to the perfect solution: STOPACHE.
Indication of how successful the outcome was in the market:
More than 14,000 visitors saw the poster. It made STOPACHE the top-of-mind brand in its category and helped increase its sales by 15%.