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Festival of Creativity
27 - 29 September 2017
Singapore

Category

Award

HAMMER

Silver Spike

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ClientBAYER PHILIPPINES
CategoryA05. Pharmaceuticals, Beauty Products, Cosmetics & Toiletries
TitleHAMMER
Product/ServiceSARIDON HEADACHE RELIEF
Entrant Company:BBDO GUERRERO/PROXIMITY PHILIPPINES Makati City, THE PHILIPPINES
Advertising Agency:BBDO GUERRERO/PROXIMITY PHILIPPINES Makati City, THE PHILIPPINES
Production Company:REVOLVER STUDIOS Makati City, THE PHILIPPINES
Credits
Name Position
David Guerrero Chief Creative Officer
David Guerrero/Brandie Tan Executive Creative Director
Gary Amante/Rey Tiempo Creative Director
Rey Tiempo/David Guerrero Copywriter
Gary Amante/Peepo David Art Director
Idda Aguilar Agency Producer
Cindy Evangelista Account Supervisor
Edward Go Advertiser's Supervisor
Joel Limchoc Director
Iking Uy Account Manager

Brief Explanation

Saridon is an anti-headache tablet that seeks to own the positioning against ‘persistent headaches’. With the local analgesics category being dominated by other giant brands, we needed a hard-hitting campaign to make the most of our modest budget. So we focused our communication and aimed it towards the working class, those who can't afford to have headaches interfering with their already physically demanding work. The TV ad shows our market in their familiar intense work environment being attacked by their "headache-inducing double" - a representation of their repeating headache symptoms. These headaches are usually aggravated by their already tough working conditions, therefore the need for a more powerful remedy. Silver Cannes Lion. Silver Clio. Bronzes in Adfest. And more metals and citations in local award shows. So far. But perhaps more rewarding, the campaign made a huge impact in the analgesics category: giving Saridon 77% increase in sales, growing 110% (that's three times faster than the category), and ultimately elevating our humble brand straight to number 2 in the Visayas region, next only to the giant Biogesic!