This document contains summaries of several advertising campaigns across different industries: 1. An online video was created to introduce Phil, a character representing the erectile dysfunction pill Dynafil who embodies overconfidence. 2. In India, hand pumps were transformed into "Jump Pumps" by attaching rocking horses to encourage children to wash their hands before eating to prevent disease. 3. At a religious festival in India, 2.5 million breads were heat stamped with a handwashing message to promote hygiene. 4. A video portrayed a fake "first moon party" to celebrate a young girl's period in a humorous way, promoting a tampon and pad subscription service.

1. INFUSIONc r i t i c a l b r i e f
Lavinia Aurelio
Digital Creative
!
tw: @lavieaure
Friday, 27th June 2014

2. C r e a t i n g D i g i t a l E x p e r i e n c e s
Q

3. #Critical brief

4. A critical brief asks
for
explosive creativity
and
deep intelligence
#CRITICAL BRIEF

5. #opsdoesntwork
BRIEF
!
Introduce a new, erectile dysfunction pill from
Pharma Dynamics.

6. c r o s s - m e d i a

7. Phil the legend -
Dynafil.
http://vimeo.com/71014664
To illustrate the idea, "Get your
confidence back and then some",
Saatchi&Saatchi created a
character who embodies this
feeling of overconfidence. They
created an online video to
introduce our character, Phil, and
our erectile dysfunction pill. Phil
created a website to share his
sexiness with the world. He
blogs about all the female
attention he receives and how he
handles it. Only a man with super
human confidence could create a
calendar featuring himself.

9. #jumppump
BRIEF
!
Raise awareness about the importance of hand
washing, to prevent deadly infections.

10. c r o s s - m e d i a

11. Jump Pumps -
Lifebuoy.
https://www.youtube.com/
watch?v=hazUOVzqoMs
Eating with unclean hands
spreads diseases like diarrhoea.
It is important that children
wash their hands with soap
before eating. The challenge was
to make these hand-pumps
easier to use. Ogilvy decided to
transform these hand-pumps into
a fun activity. A specially crafted
rocking horse was installed onto
the handles of each these hand
pumps in schools -- turning them
into "Jump Pumps”. Jump-pumps
are being installed across 1500
schools in rural India between
April-May 2014

12. #ROTIREMINDER
BRIEF
!
Raise awareness about the importance of hand
washing, to prevent deadly infections.

13. c r o s s - m e d i a

14. Roti Reminder -
Lifebuoy.
https://www.youtube.com/
watch?v=e_2tQekUDy8
At the Kumbh Mela 2013 in
Allahabad (India), where a 100
million visitors are expected,
Lifebuoy along with its activation
partner OgilvyAction decided to
spread the message of
handwashing by creating a
special heat stamp and stamped
2.5 million rotis (Indian Bread)
with the message "Did you wash
your hands with Lifebuoy?

15. #OMGTHESEDAYS
BRIEF
!
Promote a special delivery kit for “your
period”: tampons, pads & candy delivered
monthly!

16. c r o s s - m e d i a

17. First Moon Party -
Helloflo.
https://www.youtube.com/
watch?v=NEcZmT0fiNM
Hello Flo, is a tampon subscription
service. In order to ban the fuzz
around menstruation, they've chosen
a very funny angle to break the taboo.
A little girl fakes her period because
all her friends, except for her, are on
it. But when her mom finds out she is
lying, she gets a hilarious first moon
party to celebrate she is becoming a
woman.In just under a week, “First
Moon Party” has garnered m0re than
16.5 million views, according to
Visible Measures. The spot’s also
been widely shared on social media,
receiving more than 183,000
Facebook interactions and 4,600
Tweets, Visible Measures said.

18. #SOCIALSWIPE
BRIEF
!
Get people to engage, to donate $2 to help
people in need.

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20. Social Swipe -
Misereor.
https://www.youtube.com/
watch?v=ZcqsRhMHo8o
A single credit card swipe through the
poster donates 2 EUR to MISEREOR
and triggers an interactive
experience: the credit card cuts
through the image of bound hands of
an imprisoned Filipino child, helping
him to return to a normal life. Another
scenario lets one to provide daily
meal for a family in Peru: a credit card
swipe cuts a slice of bread from a
loaf. When the card is swiped a
secure process quickly authenticates
it and in a split second activates a
film sequence on screen.

21. #merrychristmas
BRIEF
!
Help people to consume safety and healthy
food.

22. c r o s s - m e d i a

23. Diarrhoea! -
Food Standards Agency.
https://www.youtube.com/
watch?v=3kG9TIixdGw
The Food Standards Agency is an
independent government department
responsible for food safety and
hygiene across the UK. We work with
businesses to help them produce
safe food, and with local authorities
to enforce food safety regulations.
Everything we do reflects our vision
of ‘Safer food for the nation’. We aim
to ensure that food produced or sold
in the UK is safe to eat, consumers
have the information they need to
make informed choices about where
and what they eat and that regulation
and enforcement is risk-based and
focused on improving public health.

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