Magistral: MEDICAL EXAMINATION

Credits & Description:

Título: Chequeos Médicos
Type of entry: Ambient
Category: Interactive Outdoor Experiences
Advertiser: PROCTER & GAMBLE
Product/Service: MAGISTRAL
Agency: GREY ARGENTINA Buenos Aires, ARGENTINA
Client: PROCTER & GAMBLE
Product: MAGISTRAL
Entrant: GREY ARGENTINA Buenos Aires, ARGENTINA
Type of Entry: Ambient
Category: Interactive Outdoor Experiences
Entrant Company : GREY ARGENTINA Buenos Aires, ARGENTINA
Advertising Agency : GREY ARGENTINA Buenos Aires, ARGENTINA
Production Company : REBOLUCION Buenos Aires, ARGENTINA
Executive Creative Director: Diego Medvedocky (Grey)
Creative Director: Hernán Kritzer (Grey)
Creative Director: Lisandro Cardozo (Grey)
Executive Account Director: Florencia Pereyra (Grey)
Account Director: Jorge Villar (Grey)
Account Executive: Giselle Ezeiza (Grey)
Account Executive: Nazarena Longo (Grey)
Planning Director: Sol Martin (Grey)
Agency Producer: Juan Carlos Barrios (Grey)
Agency Producer: Julian Sanchez (Grey)
Director: Julieta García Casalia (Rebolución)
Executive Producer: Patricio Alvarez Casado (Rebolución)
Executive Producer: Ezequiel Ortiz (Rebolución)
Producer: Chino Fernandez (Rebolución)
Advertiser Supervisor: Ana Cristina Restrepo (Procter/Gamble)
Description of Ambient execution:
We created a real experience connected to the dish washing task right in the street. But, how to catch both women and men’s attention with a proposal from a dish washing product? Having a great excuse. We placed real Medical Units by Magistral, with real doctors that conducted real medical health checks only for men. Every single man that went through our Medical check was surprised with the request of doing dishes during the check-up. This unusual mix had a clear message: “if a man does the dishes, nothing happens to him”. And just in case, we gave every man (or his wife) a Health Certificate showing that he was physically apt to do the dishes.