Bepanthen DM, Design & Branding Hero by J. Walter Thompson Sao Paulo


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Industry Health & Pharmaceutical Products
Media Direct marketing, Design & Branding
Market Brazil
Agency J. Walter Thompson Sao Paulo
Chief Creative Officer Ricardo John, Rodrigo Grau
Executive Creative Director Humberto Fernandez
Creative Director Gustavo De Lacerda, Nacho Mendiola
Art Director Érico Braga, Ricardo Barros, Gustavo De Lacerda
Copywriter Felipe Ribeiro, Breno Ferreira, Nacho Mendiola
Photographer Regis Fernandez
Released June 2017


Wave Festival 2018
Outdoor Ambient Bronze
Media Channels Bronze

Credits & Description

Category: Pharmaceutical
Media: Outdoor
Brand: Bepanthen
Agency: JWT
Geo: Brazil
Advertising Agency: JWT, São Paulo, Brazil
Chief Creative Officers: Ricardo John, Rodrigo Grau
Executive Creative Director: Humberto Fernandez
Creative Directors: Gustavo de Lacerda, Nacho Mendiola
Art Directors: Ricardo Barros, Gustavo de Lacerda, Erico Braga
Copywriters: Breno Ferreira, Nacho Mendiola, Felipe Ribeiro
Client Liaisons: Felipe Giacon, Luana Ferreira, Leonardo Viri
Project Manager: Thiago Segundo
Media: Camila Bertoli, João Dabbur, Stella Lopes, Igor Andrade, Livia Sakai
Planning: Bertrand Cocallemen, Stella Pirani, Renato Duo
RTV Direction: Marcia Lacaze
RTV Producer: Marisa Toledo, Carolina Florentino
Graphic Producer: Flávio Colella
Photographer: Régis Fernandez
Illustration: Estúdio Pum
Product Design: Rodrigo Maia
Published: June 2017
As all parents know, babies pee and poo all the time, anywhere, and in the most unexpected places. Many places are not the cleanest or safest places to change their diapers.For Bepanthen Baby, the diaper rash cream from Bayer, we turned OOH posters into diaper changers, or “Poosters,” that could be laid on otherwise questionable countertops to create a sanitary space to change your baby. Pooster dispensers were placed at strategic points around the city of São Paulo. Made with anti-allergenic paper and ink, the Poosters featured Instagram-worthy illustrations that, with the babies placed on top, transformed the little ones into baby heroes, baby bees, baby angels, and more. A simple idea that increased brand experience and gave parents a reliable solution to tackle the unpredictability of dirty diapers.