Tylenol Design & Branding “SLEEPLESS IN SHANGHAI” BOOK by J. Walter Thompson Shanghai

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Industry Health & Pharmaceutical Products
Media Design & Branding
Market China
Agency J. Walter Thompson Shanghai
Executive Creative Director Yang Yeo
Creative Director Hu Gang
Art Director Paul Yu
Copywriter Diana Li, Salome Zhang, Eva Han, Zhifeng Shen
Designer Congcong Shu
Photographer Ben Lim
Released February 2011

Credits & Description

Category: Books
Date of First Appearance: Feb 1 2011
Entrant Company: JWT SHANGHAI, CHINA
Executive Creative Director: Yang Yeo (JWT Shanghai)
Creative Director: Hu Gang/Paul Yu (JWT Shanghai)
Art Director: Paul Yu/Congcong Shu (JWT Shanghai)
Copywriter: Diana Li/Salome Zhang/Eva Han/Zhifeng Shen (JWT Shanghai)
Designer: Congcong Shu (JWT Shanghai)
Print Production: Chivel Miao/Isaac Xu (JWT Shanghai)
Photographer: Ben Lim
Illustration: Congcong Shu (JWT Shanghai)
Production House: I AM
Media placement: Derict Mailing - - - February 2011

Describe the brief from the client
To help the citizens of China, suffering from insomnia, accept a new type of sleeping aid --- Johnson & Johnson’s Tylenolpm

Describe the challenges and key objectives
Chinese people do not have a habit of taking sleeping pills. People suffering from insomnia prefer turning off the lights, reading, or resort to ineffective relaxation techniques, but obviously, these methods don’t work. We have to guide them to give sleeping pills a try.

Describe how you arrived at the final design
The target audience will receive a DM of [Sleepless in Shanghai] as bedside reading. If you still can’t sleep, then try “Tylenolpm”!

Give some indication of how successful the outcome was in the market
The consumer was able to take this book to their local pharmacy to redeem a box of Tylenolpm. Within two weeks, all the samples had run out. From then on, insomniacs have started to accept the use of sleeping pills.