Advil

Advil, OOH

When I CD’d the Canadian launch of Advil Plus Acetaminophen, the client asked for pretty much a straight translation of the US assets for TV and social.

The second brief, this time for digital OOH, had none of those restrictions. It was time to break the pharma mould. The creative team zeroed in on funny, headache-inducing issues that only Advil Plus Acetaminophen could cure.

Market-specific copy was written for each high-traffic location: Toronto’s Yonge-Dundas Square, Vancouver’s Robson Street, and Montreal’s Berri-UQAM subway station.