description: The objective was to position Panadol Ultra in rural areas of Guatemala, where most of the population is comprised of women from Mayan descent with high levels of illiteracy, as the brand that eliminates headaches. The insight was simple: we needed to figure out a way to communicate with an audience who couldn't read or write, and at the same time we had to promote the brand.

awards: Cannes International Advertising Festivals Media Bronze Lion 2011

category: Case Studies

market category: Healthcare & Medicine

client: Glaxo SmithKline

brand/product: Panadol Ultra

creative director: Marcopolo Ramirez

art director: Vinicio De Leon

copywriter: N/A

pro bono campaign: No