Fabogesic Ibuprofeno - "A Responsibility Dose"

Publicis Buenos Aires

Publicis Buenos Aires Buenos Aires, Argentina

2418

This ad is part of the ACT Responsible Collection

Brand: Fabogesic Ibuprofeno
Country: Argentina

Advertiser: Savant

Title	A Responsibility Dose
Agency	Publicis Buenos Aires
Campaign	A Responsibility Dose
Advertiser	Savant
Brand	Fabogesic Ibuprofeno
Date of First Broadcast/Publication	2021 / 4
Business Sector	OTC Medicines (Pain Relievers, Cold & Flu, ...)
Philosophy	Self-medication is a social issue that affects everyone. Only in Argentina, 50% of the population consumes pain relievers irresponsibly. For this reason, Fabogesic Ibuprofeno, one the best-selling painkillers in Latin America, has decided to join Publicis Buenos Aires to make a campaign that aims directly to stop people from self-medicating. A Responsibility Dose has a Hero Video in which Fabogesic invites consumers to realize that a little pain is not necessarily a bad, and that not taking medicines is sometimes the best thing to do. According to the campaign, “a little pain can be a reward for the effort we make”. It was a full campaign and had different touch-points: from creating an “Anti-Self-medication Pack”, a redesign in which consumers are offered different healthy alternatives before an ibuprofen, to tutorials and digital tips to try all other options to relieve pain before taking a pill. The awareness raising even reached users who were looking up symptoms on the internet, where they were discouraged to self-medicate and the own brand offered them to contact a doctor to avoid irresponsible medicine use.
Media Type	Web Film
Length	22 seconds
Production Company	Landia
Executive Creative Director	Fabio Mazia
Creative Director	Francisco Bledel
Creative Director	Alberto Ezequiel Fernandez
Chief Creative Officer	Fernando Bellotti
Art Director	Martín Pettinari
Art Director	Estela Ferrandis
Copywriter	Christian Arias
Copywriter	Arnaldo Aldana
Director	Agustin Carbonere
Executive Producer	Adrian D´Amario
Executive Producer	Diego Dutil
Line Producer	Ludmila Herms