THE LITTLE WOUNDIES by J. Walter Thompson Sao Paulo for Band-Aid

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THE LITTLE WOUNDIES

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Industry Adhesive Plasters
Media Print, Magazine & Newspaper
Market Brazil
Agency J. Walter Thompson Sao Paulo
Executive Creative Director Ricardo John, Andre Pallu, Roberto Rezende
Creative Director Fabio Miraglia, Roberto Fernandez, Rinaldo Ferrarezi, Mario D`andrea, Fábio Brandão
Producer Patricio Sorrentino
Account Supervisor Isabel Rossetto, Carla Magro | Priscila Arakelian
Released June 2011

Credits & Description

Category: Fast Moving Consumer Goods (not including food)
Advertiser: JOHNSON & JOHNSON
Product/Service: BAND AID AQUABLOCK
Agency: JWT BRAZIL
Executive Creative Director | Creative Director: Roberto Fernandez (JWT)
Executive Creative Director: Ricardo John (JWT)
Creative Director: Mario D’andrea (JWT)
Creative Director: Fabio Brandao (JWT)
Creative Director: Rinaldo Ferrarezi (JWT)
Copywriter | Illustration: Leandro Pinheiro (JWT)
Art Director | Illustration: Rodrigo Adam (JWT)
Illustration: Big Studio (JWT)
Illustration | Producer: Mano Mediaworks (Big Studio)
Account Manager: Fernanda Antonelli (Mano Mediaworks)
Account Manager: Luciana Rodrigues (JWT)
Account Supervisor: Isabel Rossetto (JWT)
Account Supervisor: Carla Magro (JWT)
Account Supervisor: Priscila Arakelian (JWT)
Planner: Ken Fujioka (JWT)
Planner: Paulo Macari (JWT)
Planner: Joyce Moraes (JWT)
Production Director: Mariano Sorrentino
Producer: Patricio Sorrentino
Animation: Santiago Villa
Media placement: TV - Discovery Kids Channels - 24 June 2011

Describe the objective of the promotion.
Create a functional campaign that outputted the importance of protection of wounds. Well cared wounds do not bother us, and don’t have the risk of getting worse. Moreover, the challenge was all to increase share of a consolidated product.

Describe how the promotion developed from concept to implementation.
We created a cartoon on Discovery Kids: The Little Wounds. Instead of comercials, content. We made up characters, each one representing one kind of wound that is comum in kids: Little Scratch, Little Cut, Little Wound, Little Blister, Little Lump.The first season episodes shows the Little Wounds in adventures and games to show that fun doesn’t end because of a wound.

Explain why the method of promotion was most relevant to the product or service.
Everytime a Little Would had the chance to get mad, he would use a Band-Aid and get better. This way, children would notice that they had no need to be afraid of getting hurt. Its just a matter of taking care of it so that it doesn’t get in the way of the fun.

Describe the success of the promotion with both client and consumer including some quantifiable results.
• Historic Sales Record of Band-Aid
• More than 20% of increase in market share
• The products with the Little Wounds brand represented 37% of the sales.
And the most important: children lost the fear of their wounds.