Our target: everyone that can have a headache.

The communication of health products is very strict in Brazil and this market regulation results in very serious campaigns, with too many policies to obey and very few good ideas to explore. That was our challenge: to communicate another headache medicine among so many others in a different way.

In Brazil, advertising for OTC medicine (nonprescription remedy) is permitted. However, it is forbidden to stimulate usage of any kind, show people taking the medicine at any circumstances, to announce the medicine as new after 2 years of product launch, to show or mention any non- governmental or governmental agencies, to entice that the medicine has flavor, color or smells that may be pleasant to consumer, the usage of any imperative verbs such as: take, use, give, drink, try, etc. It is also forbidden to generate any sales expectation and make advertising on the doctor’s records.

The film tells us the story of a man. We show who his wife is - she's pregnant. Who his son is, his neighbor, what gift his son wants to receive, the gift that man gave to his wife, who his boss is, his daughter's boyfriend, who his daughter is, and

even who he is. And then we show it all again, but changing completely who is on each of the images shown. And so we see a sequence of scenes with several reasons for him to have a headache, such as his daughter pregnant, a son who's

actually the neighbor's son, etc. The film ends with this line: 'Everything turns into a headache when you have a headache'. And presents the solution: 'Anador', a headache medication.