| LIA Awards 2017 | ||
|---|---|---|
| Health & Wellness - Craft | Animation | Bronze Winner |
| Pharmaceuticals - Craft | Animation | Silver Winner |
Category: Pharmaceutical
Brand: Gangtai’s Innovative New Anti-Haemorrhoid Patch
Client: Rongchang PHARMA
Brand: Gangtai Anti-hemorrhoids Patches - Butty&belly
Agency: Cheil Worldwide Beijing
Country: China
Creative Director: Jacky Lung, Dechun Qiu
Art Director: Junli Hu
Copywriter: Yanting Lin, Vickie Wang
Account Director: Sofia Liu
President: -
Photographer: -
Director/ Production Co: Beijing TaiPingShengShi
Producer: Leo Lee
Editor: -
Post Production: EALLIN
Sound Design: EALLIN
Associate Creative Director: Delong He
Art Director: Rutong Wang
Agency Producer: Meng Chien Lee
Production Company: Millennivm Advertising Production, Beijing
Published: April 2017
Description:
FUN CHARACTERS ‘BUTTY & BELLY’ FEATURE IN ANTI-HAEMORRHOID CAMPAIGN FROM CHEIL WORLDWIDE
A cute animated backside and an animated belly character, called Butty & Belly respectively, feature in a campaign to promote the Gangtai’s Innovative New Anti-Haemorrhoid Patch.
The launch campaign, created by Cheil Worldwide Beijing, consists of three films where Belly comes to the rescue of Butty, who is in danger of suffering from the painful condition. It is designed to dispel the embarrassment associated with haemorrhoids by approaching it in an accessible and humorous way.
‘All about Ass’ sees Butty suffering from a troublesome external haemorrhoid; ‘Hero of Hotpot’ sees Butty threatened from an excess intake of hot and spicy food; while ‘Bloody Rebirth’ demonstrates Butty suffering from bleeding internal haemorrhoids.
In each case Belly applies one of the Gangtai external patches, which are simple to use and stick to the stomach area, to alleviate and soothe the conditions. Gangtai is manufactured by Rongchang PHARMA.
The films will run on TV and online, including on youku.com, iqiyi.com and v.qq.com