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NEOSPORIN
Art Director: Alicia Prieto
Copywriter: Charlie Murphy
Mentor: Michelle Marquez
In apprenticeship for: The Workshop
THE ASK
How do we get people to proactively buy Neosporin?
People don’t think about antibiotic ointments until they’re wounded. When they dig around in their medicine cabinet, they may only have the expired product—or none at all!
THE ANSWER
Treat the learning curve with Neosporin.
They say experience is the best teacher, but you’re bound to get a few cuts along the way.
These small injuries are important stumbling blocks for novice hobbyists, who trade in knee scrapes, needle pricks, and cuts for new knowledge. With Neosporin, amateurs can have the confidence to master their hobbies.
PRINT CAMPAIGN
OUT-OF-HOME CAMPAIGN
BRAND ACTIVATION
A graffiti takeover of skateparks in collaboration with local artists, who will paint words like OUCH, WIPEOUT, and YIKES. Because learning to skate comes with lots of scratches and bruises.
Ad placement will target consumers based on the activities they’ve shown interest in. These can be shown to people who have visited the Neosporin-activated skateparks.
A branded Neosporin dispenser will be installed nearby, so you can treat the learning curve and get right back to learning.
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