Paladin Labs: THE PLAN B - SPERM FONT

Credits & Description:

Category: Typography

Advertiser: PALADIN LABS

Product/Service: MORNING AFTER PILL

Agency: TAXI CANADA

Date of First Appearance: May 21 2009 12:00AM

Entrant Company: TAXI CANADA , Montréal, CANADA

Entry URL: http://www.planb.ca/spermfont/index.html

Executive Creative Director: Stéphane Charier (TAXI Canada)

Associate Creative Director: Patrick Chaubet (TAXI Canada)

Copywriter: Linda Dawe (TAXI Canada)

Art Director / Designer: Stéphane Gaulin (TAXI Canada)

Agency producer - Print: Hélène Joannette (TAXI Canada)

Planner: Anne Leclerc (TAXI Canada)

Planner: Valery Loranger (TAXI Canada)

Account Director: Pascale Demers (TAXI Canada)

Account Manager: Carole Nantel (TAXI Canada)

Typographer: Fred Simard (TAXI Canada)

Illustrator: Denis Riverin (N/A)

Media placement: Landing Page - Web - 01/05/2009

Media placement: Banner Ad - Web - 01/05/2009

Media placement: Poster - Bar / University - 01/05/2009



Describe the challenges and key objectives

We intend to connect with the audience by talking to them about Plan B in the same way they talk about sex. We want to be playful and audacious and leverage their misconceptions about being invincible and not at risk of an unwanted pregnancy (I just forgot one pill, he pulled out, condom slipped, etc).

We’ll acknowledge that having fun sexually and taking risks is part of their lifestyle but that a possible disaster (unwanted pregnancy) will be completely avoided thanks to plan B.



Describe the brief from the client

We’re selling Plan B, the only morning after pill sold in Canada. Swallowed within 72 hours after being exposed to unprotected sex, it prevents pregnancy by doing one of three things: 1. Temporarily stops the release of an egg from the ovary; ]
2. Prevents fertilization; 3. Prevents a fertilised egg from attaching to the uterus. Plan B is available in every pharmacy.



Describe how you arrived at the final design

Plan B, the only morning after pill sold in Canada. Swallowed within 72 hours after being exposed to unprotected sex, it prevents pregnancy by doing one of three things: 1. Temporarily stops the release of an egg from the ovary; 2. Prevents fertilisation; 3. Prevents a fertilised egg from attaching to the uterus. Plan B is available in every pharmacy.



Give some indication of how successful the outcome was in the market

The objective of the campaign was to generate buzz and drive traffic to the website and it accomplished its mission very well.
Visits to the website jumped to 33,706 while only 21,000 were predicted.
Users stayed on the site an average of 1:45 minutes, exceeding the original target of one minute.
And Plan B’s sales increased 8.8%