Tylenol: GET YOURSELF TOGETHER

Credits & Description:

Category: Posters

Advertiser: JOHNSON & JOHNSON

Product/Service: TYLENOL

Agency: JWT BRAZIL

Date of First Appearance: Dec 10 2010

Entrant Company: JWT BRAZIL, São Paulo, BRAZIL

President/Chief Creative Officer: Mario D’Andrea (JWT)

Creative Director: Roberto Fernandez (JWT)

Art Director: Guilherme Sakosigue (JWT)

Copywriter: Luiz Filipin (JWT)

Illustrator: Lucas Simões

Planners: Ken Fujioka/Joyce Moraes/Luiza Madeira (JWT)

Account Supervisor: Luciana Rodrigues/Carla Magro/Priscila Arakelian/Yves Rodrigues (JWT)

Media Team: Ezra Geld/Aline Moda/Daniela Heredia/Isabelle Morone/Wagner Sena (JWT)

Client Supervisor: Marina Sachs/Ricardo Wolff (Johnson & Johnson)

Media placement: Poster - Inside Store - 10/12/2010



Describe the brief from the client



Intended for all audiences, Tylenol's promise is to bring quick relief from headaches, regardless how strong they may be. And consequently, to put an end to a problem that troubles even the simplest tasks of everyday life.



Describe the challenges and key objectives

Our challenge was to create a visually striking piece, showing how pain can disrupt day-to-day activities, and especially how Tylenol can solve the problem.



Describe how you arrived at the final design

We made a mosaic of cut and overlapped images forming a face to convey the discomfort caused by pain; and thus, draw interest for the Tylenol brand, which proposes a solution based on the concept: Get yourself together.



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

The piece was displayed in one of the largest pharmacy chain in Brazil, which daily receives hundreds of people. As a differentiated piece amidst unattractive pharmaceutical communication, the piece drew the attention of those who saw it and, consequently increased the public's interest in the brand.