Tylenol: “SLEEPLESS IN SHANGHAI” BOOK

Credits & Description:

Category: Books

Advertiser: JOHNSON AND JOHNSON PHARMACEUTICAL

Product/Service: PHARMACEUTICAL

Agency: JWT SHANGHAI

Date of First Appearance: Feb 1 2011

Entrant Company: JWT SHANGHAI, CHINA

Executive Creative Director: Yang Yeo (JWT Shanghai)

Creative Director: Hu Gang/Paul Yu (JWT Shanghai)

Art Director: Paul Yu/Congcong Shu (JWT Shanghai)

Copywriter: Diana Li/Salome Zhang/Eva Han/Zhifeng Shen (JWT Shanghai)

Designer: Congcong Shu (JWT Shanghai)

Print Production: Chivel Miao/Isaac Xu (JWT Shanghai)

Photographer: Ben Lim

Illustration: Congcong Shu (JWT Shanghai)

Production House: I AM

Media placement: Derict Mailing - - - February 2011



Describe the brief from the client

To help the citizens of China, suffering from insomnia, accept a new type of sleeping aid --- Johnson & Johnson’s Tylenolpm



Describe the challenges and key objectives

Chinese people do not have a habit of taking sleeping pills. People suffering from insomnia prefer turning off the lights, reading, or resort to ineffective relaxation techniques, but obviously, these methods don’t work. We have to guide them to give sleeping pills a try.



Describe how you arrived at the final design

The target audience will receive a DM of [Sleepless in Shanghai] as bedside reading. If you still can’t sleep, then try “Tylenolpm”!



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

The consumer was able to take this book to their local pharmacy to redeem a box of Tylenolpm. Within two weeks, all the samples had run out. From then on, insomniacs have started to accept the use of sleeping pills.