AAASPIRIN by BBDO Dusseldorf, Proximity Germany for Aspirin

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AAASPIRIN

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Industry OTC Medicines (Pain Relievers, Cold & Flu)
Media Promo & PR, Case study
Market Germany
Agency BBDO Dusseldorf
Creative Director Veikko Hille
Copywriter Michael Reinhardt
Photographer Robert Puflet
Agency Proximity Germany
Released January 2011

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: BAYER VITAL
Product/Service: ASPIRIN
Agency: BBDO GERMANY
Agency: BBDO PROXIMITY
Date of First Appearance: Jan 21 2011
Entrant Company: BBDO GERMANY, Düsseldorf, GERMANY
Chief Creative Officer: Christian Mommertz (BBDO Proximity)
Chief Creative Officer: Sebastian Hardieck (BBDO Proximity)
Chief Creative Officer: Wolfgang Schneider (BBDO Germany)
Creative Director: Veikko Hille (BBDO Proximity)
Senior Art Director: Andreas Breunig (BBDO Proximity)
Junior Art Director: Fabian Pensel (BBDO Proximity)
Copywriter: Michael Reinhardt (BBDO Proximity)
Group Account Director: Gabriele Schüle (BBDO Proximity)
Account Executive: Cécile Maasch (BBDO Proximity)
Junior Account Executive: Susan Dietrich (BBDO Proximity)
Agency Producer: Bernhard Burg (BBDO Proximity)
Art Buyer: Eva à Wengen (BBDO Proximity)
Head of TV: Steffen Gentis (BBDO Proximity)
Photographer: Robert Puflet
Media placement: Banner Installation - Westfalenpark Stadium, Dortmund - 21.01.2011
Insights, Strategy & the Idea
Aspirin is over 110 years old. It is the best known pain reliever in the world. Also without explaining all indications and its effect in detail nearly everybody knows how it works: It ends pain. The idea is to refresh this in consumer’s minds only via typographical repetition of the initial letter of the product name.
Creative Execution
All people should be aware that strong pain is something which will last unless you move toward the right treatment: Aspirin by Bayer.
During the 2011 indoor athletics season the pain banner along the 60-meter sprints simply demonstrated the combination of pain and its redemptive remedy.
Results and Effectiveness
The pain banner concept had a real impact in the stadium. Spontaneously adopted by the crowd to build up the races and cheer the runners across the finish line, the long drawn out brand name became the hit of the events.