TUMMYVILLE

TitleTUMMYVILLE
BrandMANKIND PHARMA
Product / ServiceGAS-O-FAST
CategoryA02. Posters
EntrantMcCANN WORLDGROUP INDIA Mumbai, INDIA
Entrant Company:McCANN WORLDGROUP INDIA Mumbai, INDIA
Design/Advertising Agency:McCANN WORLDGROUP INDIA Mumbai, INDIA

Credits

Name Company Position
Prasoon Joshi McCann Worldgroup Chief Creative Officer
Anil Thomas McCann Worldgroup Executive Creative Director
Neel Roy McCann Worldgroup Creative Director
Meera Jyothis Prem McCann Worldgroup Creative Director
Bobby Thomas McCann Worldgroup Art Director
Neeraja M McCann Worldgroup Copywriter
Andrey Gordeev Illustrator

Brief Explanation

We needed to create a Poster that depicted the state of the stomach when one overeats. Our biggest challenge was to keep it simple, yet engaging.

The Brief

Gasofast wanted something simple and eye-catching to communicate its proposition – the best remedy for an upset stomach. With this communication, it wanted to create top-of-mind recall with customers.

How the final design was conceived

Sometimes, food can be a stubborn guest who has grossly overstayed his welcome. Drawing on this insight, we turned food into denizens of the underbelly. Through illustration, we brought different kinds of food alive and depicted the mess they make of the stomach. Our message, installed across Medical Stores in the city, effectively told customers that Gasofast is the best cure for a predicament such as this.

Indication of how successful the outcome was in the market

Customers who walked into the stores were drawn to the Poster. They spent time taking in every detail. They appreciated the humour, and absorbed the message. First time trials increased substantially.