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


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.
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.