BAND-AID x NEOSPORIN
Combining Education with Brand Storytelling
According to the brief, Band-Aid and Neosporin needed a simple campaign to educate consumers that they should use both brands together for faster healing — while incorporating the registered trademark “Heals the Hurt Faster.”
But I knew that, as is so often the case, we needed to go beyond the brief. Our north star was the simple but crucial insight that people don't want minor wounds — much less wound care — to demand too much attention or get in the way of the things they’d rather be doing.
Campaign Concept
I led my team in developing 4 distinct campaign concepts; our recommended approach focused on dynamic motion, bold type, and relatable, everyday scenarios.
![Adobe Portfolio Advertising art direction Concepting copywriting motion graphics social media video](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/050c70125732249.611ed7c5a15fa.png)
Key Art
Campaign creative centered on several core affinities identified through consumer research, which helped drive both the messaging and the media strategy.
![Adobe Portfolio Advertising art direction Concepting copywriting motion graphics social media video](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/f62322125732249.611ed7c5a0efd.png)
Facebook
Facebook ads incorporated relevant product codes to increase awareness of Band-Aid’s broad range of platforms and tie their use to Neosporin’s marquee Pain, Itch, + Scar SKU.
![Adobe Portfolio Advertising art direction Concepting copywriting motion graphics social media video](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/a25a93125732249.611ed7c5a2612.png)
While each ad was designed to stand alone, they also worked as components of a broader megabrand story in carousel and video ad units.
Programmatic Ads
HTML banners brought the educational/compliance message to life through bold, dynamic type animations that echoed the active nature of the campaign imagery.
Instagram
Ad units for Instagram leveraged a quieter visual tone and more subdued brand registration, replacing images of people with still-life and “lay-flat” imagery tailored to the platform.
![Adobe Portfolio Advertising art direction Concepting copywriting motion graphics social media video](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/6e8bfb125732249.611ed7c5a1be3.png)