Agency: BBDO, Düsseldorf
Art Director: Bernd Faust
Copywriter: Marc Steinberg
Illustrator: Klaus Aßmann

PERCEIVED CREATIVE BRIEF

Advertising Strategy

1. Cognitive: A migraine is no excuse to miss the beauty’s of life.
2. Affective: In a word, we want the viewer to feel compassion. ASPIRIN understands that my life is drastically less enjoyable when I have a migraine and knows exactly how it affects me.
3. Conative: Viewers should reach out to the brand for help on getting their life back. All we need them to do is try ASPIRIN once. Since migraines are so debilitating we want viewers to buy ASPIRIN ahead of time so it’s readily available to them during the onset of the migraine.

Positioning
ASPIRIN migraine relief is a product that acts quickly and effectively. To get this point across visually, subtle imagery of the product will be shown dissolving. Furthermore, to relate to migraine sufferers main images will reflect on what the person is missing and thinking in various situations.

Consumer Promise
When you have ASPIRIN migraine relief readily available during the onset of a migraine, you will never miss another moment of life.

ADDITIONAL EXECUTION

1. Visual: Sun setting over the ocean with some of the beach in frame. Sun rays emit copy.
2. Copy: Too beautiful to be painful.

ADDITIONAL EXECUTION 2

1. Visual: Young child on a stage playing the piano. Copy emits from the piano in a way that emulates music clefs.
2. Copy: Too important to miss.