|Product / Service||ASCOF LAGUNDI NATURAL COUGH SYRUP|
|Entrant||DDB/DM9JAYMESYFU/DIGIT Makati City, THE PHILIPPINES|
|Entrant Company||DDB/DM9JAYMESYFU/DIGIT Makati City, THE PHILIPPINES|
|Advertising Agency||DDB/DM9JAYMESYFU/DIGIT Makati City, THE PHILIPPINES|
|Merlee Jayme||DDB Dm9jaymesyfu/Digit||Chief Creative Officer|
|Louie Sotto||DDB Dm9jaymesyfu/Digit||Executive Creative Director|
|Gelo Suarez||DDB Dm9jaymesyfu/Digit||Associate Creative Director/Copywriter|
|Sie Macha||DDB Dm9jaymesyfu/Digit||Art Director|
|Ronald Barreiro||DDB Dm9jaymesyfu/Digit||General Manager/Account Supervisor|
|Caloy Sambrano||Ddb Dm9jaymesyfu/Digit||Client Service Director|
|Ina Vargas Sambrano||DDB Dm9jaymesyfu/Digit||Account Manager|
The brief was to make Ascof, a natural cough syrup made of an effective indigenous herb, relevant to a market dominated by synthetic chemical cough syrups.
In recent years, chemical cough syrups have dominated the market despite the fact that the Philippines does have an abundance of tried and tested herbal medicines to safely alleviate cough. One of these remedies is the Lagundi leaf, turned into cough syrup form and made available commercially by the pioneering brand Ascof. To communicate just how fragile and delicate one's lungs are, we fashioned lungs out of onionskin paper, hence affirming Ascof's message as being mild on lungs but effective on cough
Poster-size sheets of onionskin paper were cut intricately by hand w/ x-acto knives, each poster taking at least a month to complete. Because extremely delicate and fragile, it made no sense to hang such an ad in a public space--unless the point was to highlight its fragility, which was relevant for a product that needed to underscore mildness.
The poster not only spread awareness about the fragility of lungs and the existence of a product that took this fragility in consideration, but because it was hung strategically in stores where the product was available, it diverted the attention of consumers looking for chemical cough syrups toward a healthier alternative.