Communicate the need for active healing/faster healing by establishing the bond between mother & child using the position that Band-Aid makes things all right again. The Mother’s Day Supplement of the country’s no. 1 newspaper was used as the perfect environment for that loving bond that needed to be created between mother & child. To create the reality of “active” healing, actual Band-Aid strips were pasted individually on the ad. Copy goes: “For all the hurts I caused you.” Far right hand corner at the bottom: “Happy Mother’s Day, from Band-Aid”. Once the Band-Aid Strip is detached, a product shot takes its place. Contributed to the idea and successfully negotiated for an innovative execution that “realistically” strengthened Band-Aid’s message of healing. A simple but surprising execution!It was the first time that the country’s leading broadsheet accepted an execution that went beyond the regular flat print ad. Ordinarily, loose product inserts would be found somewhere inside the newspaper, but this execution specifically had our product attached to the print ad itself. A make or break deal in a sense that client will only approve the ad if we can implement this execution. The publication was so impressed with the new creative media idea that the extra process of attaching the Band-Aid Strip was given free-of-charge.

Contributed to the idea and successfully negotiated for an innovative execution that “realistically” strengthened Band-Aid’s message of healing.