The idea was staying away from the typical ads for this kind of product, in which the pain is characterised by strong colours on the abdomen of a 3D human figure. We chose to approach the “pain” issue in a light, unusual, less boring way, using t-shirts as a media channel. The t-shirts were displayed at clothing stores located near drugstores in São Paulo

The activity happened in 24 stores in São Paulo. Buscopan sales increased 47.5% at the drugstores around the areas where the activity took place.