Kendrick
BTL/Activation/Direct Mail
BTL/Activation/Direct Mail
The client was Kendrick, a pharmaceutical company that manufactures brand-equivalent generic products, for a fraction of the original medicine's price. The brand needed to create awareness and attract new customers but legal constraints would not allow traditional advertising.
We found a way around this by creating mockups of medicine boxes. The "products" were then named to express how ridiculously expensive medicine can be. The product names followed the Mexican tradition of using made-up, compound words, such as: "TwoPaychecks OMG", "Allmycash-ex", "MyEntireBonusGone", etc.
The boxes were handed to people outside drugstores by street teams in lab coats, offering "free samples". Inside the boxes, people found information on how much money they could save by choosing our client's products over the competition.
(Apologies for the quality of the print. This agency closed its doors shortly afterward and there is no way to recover the original work.)
Shortlisted at Cannes 2008, Direct Mail Category.
