Good News On Newspaper’s Front Page
Advil
Issue 30 | March 2014
Agency
WMcCann
Creative Team
CCO: Washington Olivetto Creative Director: Duda Hernandez Creatives: Rafael Rosa “Rafu”, Chico Verón, Greg Palmieri, Rafael Britzki Planning: Iris Coldibelli, Juliana Meirelles, Marcelo Chabes
Production Team
RTV: Regina Knapp, Arlete Piccinini Production house: Procuradoria de Filmes Film Director: George Queiroz, Marco Avanzi Photography director: Marco Avanzi, Fernanda Brito Operation director: Vera Dreckmann Graphic Production: Marcelo Hack, Marcelo Pinto e Ricardo Rodrigues Art Buyer: Emilzir Damasco, Ricardo Livio Web Production: Paulo Pacheco, Andre Freitas, Andre Nagae Ilustrator: Pict Estudio
Other Credits
Account service: Maximilliano Lacerda, Rafaela Reis, Pamela Gerard Social Media: Francisco Pereira, Rafael Rosa, Ragael Britzki, Rosangela Santana, Vanessa Escremin Media planning: Carolina Buzzetto, Viviane Vela, Giovanna Novaes Project manager: Julia Soares, Tamyris Ferreira, Fernanda Caprara Client: Rodolfo Hrosz, Cinthia Ribeiro, Juliana Lian, Renato Bon
Date
October 2013
Background
In the first semester of 2013, Advil became the best-selling brand of painkillers in the capital. To highlight this achievement, Advil signed an activity created by WMcCann whose objective was to associate, in a creative way, good news with its analgesic effect, within the urban context of the country's largest city.
Idea
In partnership with the Metro newspaper, a wrap cover was produced and placed overlaying the vehicle's original front page, which brought only real good news, selected the day before, about things that happened or were about to happen in Sao Paulo that week. The idea was to show that the city already learned how to get rid of its headaches.
On the back of the wrap cover, the ad explained in its headline: "Did you realize that there is no headache on the front page? The ad continued saying that São Paulo already found a way to get rid of headaches, and informed that Advil is the city's best-selling painkiller.