BENZAC POOL by Ogilvy & Mather Bogota for Benzac

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BENZAC POOL

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Industry Cosmetics & beauty products
Media Print, Magazine & Newspaper
Market Colombia
Agency Ogilvy & Mather Bogota
Creative Director Diego Cardenas, Mauricio Guerrero
Art Director Daniel Mora, Jhon Chacon, Carlos Andres Lopez
Copywriter Juan Cardenas - Julian Gutierrez - Daniel Rincon
Account Supervisor Fabio Quiroga
Illustrator Daniel Mora
Released May 2012

Credits & Description

Category: Illustration
Advertiser: GALDERMA
Product/Service: BENZAC ANTI ACNE CLEANSING CREAM
Agency: OGILVY & MATHER COLOMBIA
Copywriter: Julián Gutiérrez (Ogilvy & Mather Colombia)
Chief Creative Officer: John Raul Forero (Ogilvy & Mather Colombia)
Head Of Art: Juan Pablo Alvarez (Ogilvy & Mather Colombia)
Art Director: Daniel Mora (Ogilvy & Mather Colombia)
Art Director: Jhon Chacon (Ogilvy & Mather Colombia)
Art Director: Andres Lopez (Ogilvy & Mather Colombia)
Illustrator: Daniel Mora/Diego Cardenas (Ogilvy & Mather Colombia)
Creative Director: Mauricio Guerrero/Diego Cardenas (Ogilvy & Mather Colombia)
Account Supervisor: Fabio Quiroga (Ogilvy & Mather Colombia)
Advertiser's Supervisor: Ana Maria Gomez Barona (Ogilvy & Mather Colombia)
Media placement: Poster - Newspaper Ad - Malls, Drugstores, Cosmetics Shops / Beauty Shops, Newspaper - 25 April 2012 / 31 July 2012

Describe the brief from the client
We needed to develop a campaign that would communicate the product’s benefits in the most insightful way possible.

Describe the challenges and key objectives
To find a visually attractive and fun communication that would speak to teenagers about a topic they would rather avoid.

Describe how you arrived at the final design
We took a classic medical encyclopaedia illustration and mixed it with a more modern line of vector illustration with a vintage colour palette, achieving a fresh graphic that aesthetically empowered the idea.

Give some indication of how successful the outcome was in the market
We managed to develop an aesthetic that allowed us to communicate with teenagers in a clear and fun way, regarding problems related to acne in a way that they found unaggressive and insightful, in order to help them relate to our product without dismissing the medical explanation.