COUGH

TitleCOUGH
ClientNIN JIOM MEDICINE MANUFACTORY (HONG KONG)
Product / ServicePEI PA KOA HEALTH SUPPLEMENT
CategoryB03. Non-Food
EntrantNAGA DDB MALAYSIA Selangor, MALAYSIA
Entrant Company NAGA DDB MALAYSIA Selangor, MALAYSIA
Advertising Agency NAGA DDB MALAYSIA Selangor, MALAYSIA

Brief Explanation

Nin Jiom Pei Pa Koa has been in the market for generations – it has a trusted heritage and a solid reputation as a reliable health supplement. However, as time moved forward, the brand needed to stay relevant with the younger consumers who are not necessarily particular about heritage and reputation when it comes to pharmaceutical brands. Our objective? Make the Nin Jiom brand stick to the fickle minds of the younger, Gen Y consumers.

The Brief

To heighten brand recall for the Nin Jiom Pei Pa Koa brand, among the younger consumers.

How the final design was conceived

We explored various design and illustration styles for the campaign – we wanted them to be unique, edgy and quirky to bring out the idea’s dark humour and to appeal to today’s design conscious youngsters. The illustrations were drawn on the insides of the Nin Jiom packaging to allude to the fact that the best remedy for coughs can be found inside a Nin Jiom.

Indication of how successful the outcome was in the market

The uniqueness and quirkiness of the idea and illustrations created buzz and word-of-mouth. Many recalled the Nin Jiom Pei Pa Koa brand and were moved by the campaign’s dark humour.

Credits

Name Company Position
Sven Pang Studio Dl Digital Imaging
Simon Ong Studio Dl Digital Imaging
Quah Kwan Guan Studio Dl Photographer
David Lok Studio Dl Photographer
Andrea Ma Naga Ddb Malaysia Account Supervisor
Karen Tan Naga Ddb Malaysia Account Supervisor
Jackson Mah Naga Ddb Malaysia Typographer
Mah Ka Kin Naga Ddb Malaysia Typographer
Jacky Chin Naga Ddb Malaysia Typographer
Mah Ka Kin Naga Ddb Malaysia Illustrator
Lim Hui Cheng Naga Ddb Malaysia Illustrator
Jack Wong Naga Ddb Malaysia Illustrator
Jacky Chin Naga Ddb Malaysia Illustrator
Edward Ong Naga Ddb Malaysia Copywriter
Lim Wee Ling Naga Ddb Malaysia Copywriter
Jackson Mah Naga Ddb Malaysia Copywriter
Hor Yew Pong Naga Ddb Malaysia Art Director
Theerapol Koomsorn Naga Ddb Malaysia Art Director
Alvin Teoh Naga Ddb Malaysia Executive Creative Director
Theerapol Koomsorn Naga Ddb Malaysia Executive Creative Director