Clear Words by Lapiz Chicago for Clearblue

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Clear Words

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Industry Contraceptives & Pregnancy Tests
Media Film
Market United States
Agency Lapiz Chicago
Executive Creative Director Laurence Klinger
Creative Director Pablo Ferrari, Maria Bernal Agency Producer
Art Director Jorge Pomareda, Gastón Soto
Copywriter Carlos Bretel, Omar Sotomayor
Released February 2012

Awards

New York Festival 2012
Commercials Hispanic Advertising (For Hispanic agencies in the USA only) Bronze World Medal

Credits & Description

Category: Best Use of Audio
Advertiser: PROCTER & GAMBLE
Product/Service: CLEARBLUE EASY DIGITAL PREGNANCY TEST
Agency: LAPIZ
Media Agency: STARCOM MEDIAVEST GROUP, New York, USA
Chief Creative Officer: Laurence Klinger (Lápiz)
Executive Creative Director: Laurence Klinger (Lápiz)
Creative Director: Maria Bernal (Lápiz)
Creative Director: Pablo Ferrari (Lápiz)
Art Director: Jorge Pomareda (Lápiz)
Copywriter: Carlos Bretel (Lápiz)
Art Director: Gaston Soto (Lápiz)
Copywriter: Omar Sotomayor (Lápiz)
Account Director: Elizabeth Papasakelariou (Lápiz)
Senior Account Executive: Lucille Gratacos (Lápiz)
Agency Producer: Ximena Aguirre (Lápiz)
Planner: Ana Maria Matta (Lápiz)
Sound Studio: Earhole Studios (Earhole Studios)
Sound Engineer: Beto Santoyo (Earhole Studios)
Media placement: Single Radio - NY/Miami/LA: KLVE-FM, KXOL-FM, KSCA-FM, WMGE-FM, WRTO-FM, WRMA-FM, WAMR-FM, WMIB-FM, WSKQ-FM, WXNY-F - August 3, 2011

Insights, Strategy & the Idea
One in four women misread a pregnancy test result, because its symbols are not clear. We needed to convince women to choose Clearblue because is the test with a digital screen that clearly shows you the results in words: pregnant or not pregnant. However, is not easy to sell a product that has such a double-sided nature; we can’t guarantee our consumers a happy experience, because the truth is that while some women are looking to become mothers, some of them aren’t prepared yet and being pregnant could mean the end of their world. We decided that in order to engage our consumer we needed to show her point of view about pregnancy at this moment in her life. To do this we needed to show both opposite feelings at the same time and make it an interactive experience.

Creative Execution
We chose to design a radio spot, because it’s the only massive media that allowed us to show these two feelings at the same time and interact with our consumer. On the radio you hear two stories; on the right speaker or headphone you hear from a woman who wants to get pregnant and on the left speaker or headphone you hear from one who doesn’t. In order to hear their story clearly, you must use your radio balance or take off one headphone. From there, our consumers could choose their own story and realize how ClearBlue gives them a clear answer.

Results and Effectiveness
We reach thousands of women with a traditional media, but with a non-traditional experience never been done by the category and gave consumer the chance to chose their point of view about pregnancy in the radio. Finally someone in the category was talking about the duality of this product.