Agency:  BBDO Guerrero/ Proximity, Philippines
Chief Creative Officer: David Guerrero
 Exectuive Creative Director: Brandie Tan
Creative Director: Ray Tiempo, Gary Amante
Art Directors: Gary Amante, Peepo David
Copywriter: Ray Tiempo
Producer: Al Salvador
Retouchers: Vilma Magsino, Oliver Brillantes
Photographers: Paolo Gripo, Abet Bagay
Copy: “For persistent headaches.”

PERCEIVED CREATIVE BRIEF

Advertising Strategy

1. Cognitive: Saridon headache medicine cures the worst headaches.
2. Affective: Empathy. Viewers will relate to the need of carrying-on while enduring a painful headache.
3. Conative: Reach for Saridon headache medicine next time they’re at the store buying medicines.

Positioning
Everyone has had a headache that is tough to shake. The type of headache that causes every movement to be another swelling blow to the head with no sign of subsiding. The type of headache that with everything we seem to do, it seems to do to us. And through the pain we suffer. We suffer because we’re busy, we’re at work or because we think there’s simply just no cure for this kind of headache. But it doesn’t need to be like this. Not with Saridon headache medicine it doesn’t. By illustrating the toughest of headaches in relatable scenarios we can reach the consumer on an emotional level by putting them in familiar situations.

Consumer Promise
Sharidon will cure your most painful and persistent headache.

ADDITIONAL EXECUTION

Visual: A man playing softball is up to bat getting ready to swing. Behind him is himself getting ready to swing a bat at his head.
Copy: “For persistent headaches.”