Cultural / Context information for the jury

The Philippines is the country with the world’s longest lockdown during the pandemic and life in the new normal is accompanied by new forms of headaches that people are not normally used to dealing with. Living in lockdown and working from home saw the rise of migraines stemming from unusual sources like daylong Zoom calls, early morning meetings following "e-numans" (online drinking sessions) the night before, vaccine shot side-effects, and even limited accessible outlets to cope with PMS – unique types of headaches that Bayer Saridon Paracetamol, fortunately, can also cure very quickly. And so, Bayer Saridon launched a quirky yet relatable print campaign emphasizing the product’s speed and effectiveness versus various new forms of headaches and informing the masses that there is in fact an easy solution to these modern pains in the head.

Translation. Provide a full English translation of any text.

e-numans = online drinking sessions

Tell the jury about the art direction.

The main visual device of this campaign is the Saridon Paracetamol tablet functioning like a smartphone’s on/off toggle button – thereby amplifying the product’s purpose and efficacy. The art direction on the other hand was kept as simple as the concept of the ad itself so as to visually deliver its message in a direct manner. One might also notice the lack of a tagline or any supporting copy – a decision made intentionally by the team because quite frankly, the work speaks for itself. The visual is the tagline, and the tagline is the visual: turn off various kinds of headaches with Saridon.