Canesten

Create a code word to transform an unspeakable social taboo - vaginal yeast infection ‘Yum Tou-Yim’ (陰道炎) into a hot topic - drama series of a Korean-sounding name ‘Kum Tou-Yin’ (金道賢). This campaign has won the following awards: 2016 Cannes Lions / Pharma Lions - Digital Online Video / Silver 2016 Cannes Lions / Pharma Lions - Direct and Promo & Activation / Bronze 2016 Effie Awards Hong Kong / Pharmaceuticals / Medical Care / Silver 2015 Spikes Asia / Healthcare / Silver 2015 4As Kam Fan Award / Other Screens / Non-TV Broadcast Film / Webisode Campaign / Silver 2015 Long Xi Award / Online Interactive / Bronze

Art Direction / Design
Digital - Prints - Video
Campaign Video
The campaign was launched in two phases. Phase one was unbranded to create mystery and curiosity around the code word. Phase two revealed the brand and product to fans.
Phase One
Online Video
Single Print
Escalator Crown Print
Phase Two
Online Video
Single Print
Escalator Crown Print
Online advertising was also placed throughout the campaign to target the young and online-drama-watching market.
Social Media Posts
Google Ad
Web Banner
Next Project
Barbie
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