| 标题 | The Tiny Pocket |
| 标题 (原始语言) | O Bolsinho |
| 广告公司 | AlmapBBDO |
| 广告战役 | O Bolsinho |
| 广告主 | Bayer AG |
| 品牌 | Aspirin |
| 首次发布日期 | 2022 / 4 |
| 行业领域 | 非处方药 |
| 剧情简介 | In a campaign supported by major Brazilian fashion brands, Bayer reframes the tiny jeans pocket to remind consumers about the importance of always having an Aspirin on hand |
| 哲学 | Bayer Aspirin is recommended for a variety of health problems, from relieving headaches to playing a key role in reducing the risk of cardiovascular diseases. To remind people about how important it is to have an Aspirin on you when you need one, Bayer is launching an ad campaign created by AlmapBBDO, aimed mainly at young people and tapping into a subject that the target is keenly interested in: fashion. The insight came from a question: “Why do jeans have a tiny pocket?” The compartment, which arose with the pants in the Wild West and was originally used to store pocket watches, has been without a purpose for over a century, but remains a part of the design to this day. “Based on that premise, we came up with an initiative to redefine the function of the pocket, suggesting that it be used exclusively to store Bayer Aspirin® – which, for that matter, fits perfectly in it,” says Luiz Sanches, Chairman & CCO of AlmapBBDO. The move is supported by three Brazilian fashion brands – Amapô, Lilly Sarti, and Oriba – and includes a limited-edition line of pants with eight different patterns on the mini-pocket to highlight its new function and remind people about Bayer Aspirin®. The initiative will be launched on the covers of the Brazilian editions of Vogue and GQ, including a digital fashion show Moreover, in order to generate awareness and reinforce the use of the pocket to store the product, the brand will be backed up by 40 influencers, including Luciana Gimenez (@lucianagimenez), John Drops (@Johndrops), and Mareu (@msuconic), who will publicize the move to use the mini-pockets on their social media. Select members of our team of influencers will restyle their own pants, kick-starting a DIY movement to encourage consumers to follow suit. The campaign, whose media strategy was also developed by AlmapBBDO, may be seen on Bayer’s social media, as well as via Amapô, Lilly Sarti, and Oriba. Offline, meanwhile, a branded content push involves OOH offshoots, among other pieces. |
| 媒体类别 | 互动 |
| 长度 | |
| 首席创意官 | Luiz Sanches |
| 首席创意官 | Pernil |
| 创意总监 | Pedro Corbett |
| 创意团队 | Gabriel Carletti |
| 创意团队 | Hélio Maffia |
| 创意团队 | Luz Arroyo |
| 设计师 | Marcus Sulzbacher |
| 设计师 | Antonio Belchior Neto |
| 设计师 | Paulo Lima Altieri |
| 设计师 | Dieter Trupel |
| Agency Liaison | Camila Massari |
| Agency Liaison | Fernanda Portugal |
| Agency Liaison | Marcus Aven |
| Agency Liaison | Manuella Gavioli |
| Media Team | Fernanda Zenteno |
| Media Team | Manuela Day |
| Media Team | Felipe Benevides |
| Media Team | Angelo Dell'Arciprete Ferronato |
| Media Team | Luana Guerra Gallizzi |
| Content | Chris Mello |
| Content | Yara Tieppo |
| Content | Geraldo Gonçalves |
| Graphic Artist | José Roberto Bezerra |
| Graphic Artist | Marcos de Souza |
| Agency | Energy BBDO Brasil |
| 首席创意官 | Pedro Pérez |
| 首席创意官 | Josh Gross |
| 创意总监 | Allison Hayes |
| Planning Team | Larry Gies |
| Planning Team | Doug Malcolm |
| Agency Liaison | Javier Bracero |
| Agency Liaison | Amanda Nieman |
| Agency Liaison | Donna Wilson |
| Approval Client | Patricia Corsi |
| Approval Client | Reese Fitzpatrick |
| Approval Client | Trevor Thrun |
| Approval Client | Amalia Chondromatidou |
| Approval Client | Philipp Schuster |
| Approval Client | Andrea Guerriero |
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