Gui Ling Yuan Fang Tea Radio Collection Of Poophemisims by Y&R Cape Town

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Collection Of Poophemisims

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Industry Coffee, Tea, Breakfast Drinks, Laxative
Media Radio
Market South Africa
Agency Y&R Cape Town
Chief Creative Officer Graham Lang
Creative Director Nkanyezi Masango
Copywriter Graham Krige, Beatrice Willougby
Released October 2016

Awards

Cannes Lions 2017
Radio Craft: Script Bronze Lion

Credits & Description

Title: Collection Of Poophemisims
Agency: Y&R South Africa
Brand: Gui Ling Yuan Fang
Country: South Africa
Entrant Company: Y&R South Africa, Cape Town
Advertising Agency: Y&R South Africa, Cape Town
Additional Company: Y&R, Hong Kong
Creative Director: Nkanyezi Masango (Y&R South Africa)
Copywriter: Beatrice Willougby (Y&R South Africa)
Chief Creative Officer: Graham Lang (Y&R South Africa)
Copywriter: Graham Krige (Y&R South Africa)
Entry Summary:
“Poophemisms” are a play on euphemisms, which use mild or roundabout expressions to refer to something considered too unpleasant or embarrassing to mention directly.
Synopsis:
Constipation is embarrassing, no one wants to refer to it directly, and yet it is a common ailment many suffer from. How can Gui Ling Yuan Fang Herbal Tea, which specialises in products that relieve occasional constipation, make the topic less awkward?Enter Poophemisms. A series of humorous, whimsical phrases that refer to the problem of constipation in an indirect, tongue-in-cheek way – thereby making light of an awkward topic. Each radio spot features a well-spoken, elderly gent reading out a series of ‘poophemisms’ which humorously indirectly refer to constipation, thereby making light of a normally awkward topic.