| Title | Ancestral Translation - Farmacias 911 |
| Agency | Paradais DDB |
| Campaign | Ancestral Translation |
| Advertiser | Farmacias 911 |
| Brand | Farmacias 911 |
| Date of First Broadcast/Publication | 2022 / 6 |
| Business Sector | OTC Medicines (Pain Relievers, Cold & Flu, ...) |
| Story | Ecuador has more than 2 million Quichua speakers that die from common diseases every year. They rely on ancestral medicine because is the only medicine they understand due to a law that prohibits modern healthcare-related products from being in a language other than Spanish. That's why Farmacias 911 introduces: Ancestral Translation. An instant image-based translation for Quichua speakers in the packaging of our generic drugs. We paired the plants they use with the medicines that have the same but improved effect and printed them in our packaging for them to understand without breaking the law. |
| Media Type | Case Study |
| Length | |
| Market | Ecuador |
| VP Creative Director | Agustín Febres-Cordero |
| Chief Executive Officer (CEO) | Ricardo Medina |
| Executive Creative Director | Lupas Celis |
| Creative Director | José Reinoso |
| Creative Director | José Serrano |
| Art Director | Daniel Gabela |
| Copywriter | Roberto Concha |
| Copywriter | Gabriela Ortíz |
| Copywriter | Emilia Briones |
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