FRAGILE AD

TitleFRAGILE AD
ClientPASCUAL LABORATORIES
Product / ServiceASCOF LAGUNDI NATURAL COUGH SYRUP
CategoryB01. Posters
EntrantDDB/DM9JAYMESYFU/DIGIT Makati City, THE PHILIPPINES
Entrant Company DDB/DM9JAYMESYFU/DIGIT Makati City, THE PHILIPPINES
Advertising Agency DDB/DM9JAYMESYFU/DIGIT Makati City, THE PHILIPPINES

Brief Explanation

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.

The Brief

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

How the final design was conceived

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.

Indication of how successful the outcome was in the market

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.

Credits

Name Company Position
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