Gaviscon aimed to broaden its brand equity by entering the lower gastrointestinal segment, responding to a rising consumer need for preventive solutions addressing issues like constipation and wind&bloating. To meet this demand, Gaviscon introduced a groundbreaking technology called Colon Protect Technology, designed to alleviate intestinal symptoms and prevent their recurrence. Our creative team played a crucial role in supporting this comprehensive 360-degree product launch, which spanned various channels: TV commercials, digital activations, print materials for pharmacies, and out-of-home advertising. Over the course of a year, we collaborated closely with the client, aiding in internal presentations and conferences as well as in realising the new campaign's ecosystem. The challenge with medical device brands lies in maintaining strict adherence to guidelines to ensure brand recognition, often limiting creative freedom. Despite these constraints, our team succeeded in delivering a cohesive and innovative campaign, proposing creative solutions and additional materials where feasible. The campaign successfully resonated across numerous digital and print assets, consolidating my ability to manage long-term projects, interface effectively with clients, work efficiently under pressure, and rely on my team to achieve both client and consumer satisfaction.
Creative Credits
Project Management: Mariacristina Corbetta
Creative Direction & Design: Mara Uboldi
Integrated Design: Donavan Gouws, Federico Orlandi
Copywriting: Roberta Bruno
Motion Graphic Design: George Kambwiri, Federico Orlandi
