Fitosonno Print TENNIS INSTRUCTOR by J. Walter Thompson Italy

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Industry Health & Pharmaceutical Products
Media Print, Magazine & Newspaper
Market Italy
Agency J. Walter Thompson Italy
Art Director Bruno Bertelli, Flavio Mainoli, Cristiana Boccassini, Paolo Cesano
Photographer Flavio Mainoli
Account Supervisor Giovanna Curti
Released September 2011

Credits & Description

Category: OTC Pharmacy
Advertiser: BAYER
Product/Service: FITOSONNO
Chief Creative Officer: Sergio Rodriguez - Enrico Dorizza
Creative Director: Flavio Mainoli - Paolo Cesano
Copywriter: Paolo Cesano - Bruno Bertelli
Art Director: Flavio Mainoli - Cristiana Boccassini
Photographer: Flavio Mainoli
Account Supervisor: Giovanna Curti
Other Credits: Post Production Lucas Caravia

English Translation of Main Headlines

Fitosonno is a natural product against sleep disorders, so it is not positioned as a classic sleeping pill (ie. a strong drug for chronic insomnia) but a natural aid for occasional sleep problems. Insomnia for those who don’t suffer from it acutely is incapacity to put day-to-day problems out of mind and relax. The product’s promise ("you can't eliminate your problems but you can sleep well with them") plays on the above mentioned insight and offers not only sleep but also peace of mind.