| Title | BUTTY & BELLY |
| Brand | RC PHARMA |
| Product / Service | GANGTAI ANTI-HEMORRHOID PATCH |
| Category | A02. OTC Applications |
| Entrant | CHEIL WORLDWIDE Beijing, CHINA |
| Idea Creation | CHEIL WORLDWIDE Beijing, CHINA |
| Production | MILLENNIVM ADVERTISING PRODUCTION Beijing, CHINA |
| Name | Company | Position |
|---|---|---|
| Jacky Lung | Cheil China | Executive Creative Director |
| Dechun Qiu | Cheil China | Creative Director |
| Junli Hu | Cheil China | Senior Art Director |
| Rutong Wang | Cheil China | Art Director |
| Delong He | Cheil China | Associate Creative Director |
| Yanting Lin | Cheil China | Senior Copywriter |
| Xiaoning Ding | Cheil China | Vice President |
| Shuhui Liu | Cheil China | Business Director |
| Xuan LV | Cheil China | Senior Account Manager |
| Meng Chien Lee | Cheil China | Producer |
We personified the navel as Belly and the butt as Butty by 3D animated characters to convey the main idea of the anti-hemorrhoid patches in an approaching and humorous way. The storyline is based on Belly saving the suffering Butty by pasting the anti-hemorrhoid patch to Belly himself.