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Print Campaign for Betadine.
It shouldn't hurt twice.
Disinfecting wounds on kids can be an ordeal, as sometimes the cleaning and disinfecting process causes them as much pain as the accident itself.

The idea portrays exactly that, in a series of actions how disinfecting can be equally painful as the accident. Betadine contains a formula, which eliminates the sting while wounds are cleaned. This way the victim doesn’t have to experience pain twice.

Agency: Y&R Prague
CCO: Jaime Mandelbaum
Art Director: Matt Edwards
Copywriter: Daniel Joseph
3D Designer: Marek Motalik
Retouch: Furia Brazil


Cannes Lions - Bronze in Press
One Show - 2 Merit Certificates in Press and Outdoor
Young Guns - Silver for Print / Bronze for Campaign
New York Festival - Sliver World Medal in Print
Eurobest - Silver in Print Catagory
Golden Drum - Gold in Print and Silver in Outdoor
ADC Czech Republic - Gold in Print
PIAF - Bronze Award in Print
Intercontinental Advertising Cup - Shortlist
Cristal Festival - Award in Outdoor
Featured in Archive Magazine Vol. 3 2012