To find an effective way to communicate Alka Seltzer as the choice of medication for relief from stomach indigestion. In Asia, partic… Read More
To find an effective way to communicate Alka Seltzer as the choice of medication for relief from stomach indigestion. In Asia, particularly Singapore where a delicious melting pot of cuisines are readily available, people love to wine and dine all the time with family, friends, loved ones. More often that not, the mix of different types of food can cause indigestion and stomach discomfort from time to time. And for quick relief, Bayer wanted Alka Seltzer to be top of mind when the situation calls for it.
Arriving at final design
Competitor ads painted a common picture of a person in discomfort along which we found to be boring. We wanted to ensure that we bring out the emotiveness of our idea, which would resonate & connect with the consumer in a memorable yet creative way. And the idea was born: to re-create the feeling of what a person would feel like when having indigestion. So the ad, in a tasteful manner, shows a vivid and powerful effect of what actually happens with your stomach when you eat too much - with the different animals/food all tied up in knots. Read Less