Polysporin & Band-Aid with Ellie Black
Creative Direction, strategy, brand positioning, digital design, video editing, motion graphics
Kinetic and engaging video creation that amplified brand vision by strategically incorporating a dual product regimen.
Band-Aid and Polysporin engaged me to create an eye-catching and bold social campaign using existing assets. The opportunity I saw however, was also one in which we could incorporate the introduction of a visual language that spoke to both regimen and care moving forward.
A dual brand media buy utilizing existing assets, the Wound Care team wanted footage provided by Ellie Black, Canadian artistic gymnast and three-time Olympian to be edited into ten second social ads.
THE ASK
Inquires to the brand-team and regulatory itself regarding displaying the two products (Band-Aid and Polysporin in tandem), brought forward a notion of healing time when using products together.
Just using one or the other works for some people, but in using both the message becomes one of speed of healing.
In a drive to put context into tangible ideas (and stay within the legal confines of what can be said in Canada), our outcome was “heals 34% faster”. This was big news, and a story I wanted told.
THE INSIGHT
THE STRATEGY
A curious tendancy noticed, but whenever anyone discussed the two products in tandem “Band-Aid and Polysporin” is the terminology, when in fact usage requires the ointment or cream to be applied before the bandage.
Altering the way in which the products were displayed in image and branding seemed like an opportunity to not only connect the products together for both the healing claim to apply, but to also create a regimen message similar to “Shampoo and Conditioner”.
The integration of the “+” sign speaks to the importance of using both, but with careful colour selection and shape choice, it lends itself immediately to the universal meaning of medic, hospital, care and first-aid.
While it indeed connects the two brands, it also speaks to the importance of using both, and the order in which they should be applied.
