Combining Education and Compliance with Brand Storytelling
According to the brief, Band-Aid and Neosporin needed a simple compliance campaign to educate consumers that they should use both brands together for faster healing — while incorporating the registered trademark “Heals the Hurt Faster.”
But I knew that, as is so often the case, we needed to go beyond the brief. Our north star was the simple but crucial insight that people don't want minor wounds — much less wound care — to demand too much attention or get in the way of the things they’d rather be doing.
My Role: Creative Director
campaign concept, tagline, art direction, copy direction, motion design, team leadership
Campaign Concept
I led my team in developing 4 distinct campaign concepts; our recommended approach focused on dynamic motion, bold type, and relatable, everyday scenarios.
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Key Art
Campaign creative centered on several core affinities identified through consumer research, which helped drive both the messaging and the media strategy.
![](https://cdn.myportfolio.com/30d760ba7a36ba7beebcb3e3f84b1280/1da9bd70-7413-42a6-acf5-c1ac02decb2a_rw_1200.png?h=f42e6c2a01546f9392dd962e25bc2fc3)
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Facebook
Facebook ads incorporated relevant product codes to increase awareness of Band-Aid’s broad range of platforms and tie their use to Neosporin’s marquee Pain, Itch, + Scar SKU.
![](https://cdn.myportfolio.com/30d760ba7a36ba7beebcb3e3f84b1280/667c88ca-771f-4e62-858b-b8dcb90364aa_rw_1200.png?h=35a00b0ab59b1b18fd22cbc919abea41)
![](https://cdn.myportfolio.com/30d760ba7a36ba7beebcb3e3f84b1280/d776edc6-90a1-4ea3-84b0-c1a0f41b681b_rw_1200.png?h=d81a5ec2770aafeed5949fdc94c978fa)
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While each ad was designed to stand alone, they also worked as components of a broader megabrand story in carousel and video ad units.
Programmatic Ads
HTML banners brought the educational/compliance message to life through bold, dynamic type animations that echoed the active nature of the campaign imagery.
Instagram
Ad units for Instagram leveraged a quieter visual tone and more subdued brand registration, replacing images of people with still-life and “lay-flat” imagery tailored to the platform.
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