Open Cap for Strong Bones by Leo Burnett Shanghai for Wyeth

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Open Cap for Strong Bones

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Industry Health & Pharmaceutical Products, Vitamins & Diet Complements
Media Promo & PR, Design & Branding, Case study
Market China
Agency Leo Burnett Shanghai
Art Director Sandra Wang, Fish Feng
Copywriter Joy Zou, Amanda Yang, Gordon Hughes
Designer Hans Wang
Producer William Huen
Photographer Yihui Sun
Released April 2011

Awards

Andy Awards 2012
Promotional items Health and Medical Products and Services Bronze

Credits & Description

Advertiser: WYETH
Product/Service: CALTRATE KIDS
Agency: LEO BURNETT SHANGHAI
Executive Creative Director/Copywriter: Gordon Hughes (Leo Burnett Shanghai)
Creative Director/Art Director: Fish Feng (Leo Burnett Shanghai)
Designer: Hans Wang (Leo Burnett Shanghai)
Illustrator: Colin Lu (Leo Burnett Shanghai)
Agency Producer: William Huen (Leo Burnett Shanghai)
Executive Creative Director/Copywriter: Amanda Yang (Leo Burnett Shanghai)
Copywriter: Joy Zou (Leo Burnett Shanghai)
Art Director: Sandra Wang (Leo Burnett Shanghai)
Illustrator: Jun Xu (Leo Burnett Shanghai)
Photographer: Yihui Sun (Leo Burnett Shanghai)
Print Production: Martin Liu (Leo Burnett Shanghai)
Account Director: Alvin Yim (Leo Burnett Shanghai)
Account Director: Matthew Kwan (Leo Burnett Shanghai)
: Jinping Production (Production House)
Cameraman: Zijie Lin
Media placement: Design - Shanghai TESCO Supermarket - 20 October 2011
Describe the brief from the client
Getting children to take supplement tablets is often quite challenging.
Describe the challenges and key objectives
Getting children to take supplement tablets is often quite challenging. So we came up with a specially designed cap for ‘Caltrate Kids’ calcium supplement.
Describe how you arrived at the final design
So we came up with a specially designed cap for ‘Caltrate Kids’ calcium supplement. When you open the cap, a limp giraffe, or a basketball player, springs to life and stands tall.
Give some indication of how successful the outcome was in the market
As an engaging toy and an educational tool, to highlight the benefit of strong bones, it’s proven to be a big hit with both kids and mothers.