Tylenol Design & Branding GET YOURSELF TOGETHER by J. Walter Thompson Sao Paulo

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Industry OTC Medicines (Pain Relievers, Cold & Flu)
Media Design & Branding
Market Brazil
Agency J. Walter Thompson Sao Paulo
Creative Director Roberto Fernandez David
Art Director Guilherme Sakosigue | Pedro Galdi | Roberto Fernandez
Copywriter Luiz Filipin
Account Supervisor Luciana Rodrigues Advertiser Supervisor:, Yves Rodrigues, Carla Magro | Priscila Arakelian
Illustrator Lucas Simões
Released December 2010

Credits & Description

Category: Posters
Product/Service: TYLENOL
Date of First Appearance: Dec 10 2010
Entrant Company: JWT BRAZIL, São Paulo, BRAZIL
President/Chief Creative Officer: Mario D’Andrea (JWT)
Creative Director: Roberto Fernandez (JWT)
Art Director: Guilherme Sakosigue (JWT)
Copywriter: Luiz Filipin (JWT)
Illustrator: Lucas Simões
Planners: Ken Fujioka/Joyce Moraes/Luiza Madeira (JWT)
Account Supervisor: Luciana Rodrigues/Carla Magro/Priscila Arakelian/Yves Rodrigues (JWT)
Media Team: Ezra Geld/Aline Moda/Daniela Heredia/Isabelle Morone/Wagner Sena (JWT)
Client Supervisor: Marina Sachs/Ricardo Wolff (Johnson & Johnson)
Media placement: Poster - Inside Store - 10/12/2010

Describe the brief from the client

Intended for all audiences, Tylenol's promise is to bring quick relief from headaches, regardless how strong they may be. And consequently, to put an end to a problem that troubles even the simplest tasks of everyday life.

Describe the challenges and key objectives
Our challenge was to create a visually striking piece, showing how pain can disrupt day-to-day activities, and especially how Tylenol can solve the problem.

Describe how you arrived at the final design
We made a mosaic of cut and overlapped images forming a face to convey the discomfort caused by pain; and thus, draw interest for the Tylenol brand, which proposes a solution based on the concept: Get yourself together.

Give some indication of how successful the outcome was in the market
The piece was displayed in one of the largest pharmacy chain in Brazil, which daily receives hundreds of people. As a differentiated piece amidst unattractive pharmaceutical communication, the piece drew the attention of those who saw it and, consequently increased the public's interest in the brand.