DALSY IBUPROFEN

Real client work.

 

The challenge was a shift in audience: Dalsy had always been a children's ibuprofen, and now it was launching a product for adults.

The idea joins pop culture to that moment of growing up: references that only make sense if you have already become an adult — if you recognise this, you are old enough to take Dalsy again.

My role: concept, art direction and copy, working in tandem with my copywriter.

Deliverables: a full 360 campaign — print, point of sale, a web series, TV ads and digital.

Craft note: the posters were made by hand, with papercraft, by me — the art direction is visible in the video work.

Tone: nostalgic, playful, with generational winks — and humour.

Result: a real, award-winning campaign — ASPID + SMILE awards (years not recalled, so no years are claimed) — and, most importantly for a creative leader, the work that won the Viatris account.