Dermodex Prevent / Bristol-Myers Squibb: Whole night

We know what it is like being a mum.

Advertising Agency: Giovanni + DraftFcb, São Paulo, Brazil
Creative Directors: Ricardo John
Art Director: Marcus Saulnier
Copywriter: Ricardo John
Account Directors: Luciana Seabra, Tania Muller, Xico Coutinho
Art Buyer: Érika Sartin
Photographer: Thelma Vilas Boas
Illustrator: Fiona Hewitt


robinstam's picture
215 pencils

The pay off is 'we know what it's like being a mum' and the creatives are men, hahahahaha!

Nevertheless, I like the ads. Good work guys ;-)

Umberto Vonspiel's picture
Umberto Vonspiel
81 pencils

Yeah, pretty good. I really do like the Art Nouveau style you used to make these. Good work :)

Garg0yle's picture
144 pencils

They sux... you ppl who comment must be joking...

Such superficial insights... actually what insights?

campass's picture
120 pencils

and So? what is the benefit for user? You put the cream on the baby and you'll be able to fit your jeans? or you can sleep the whole night? or finally you can go to the cinema?

MMMhh...does not working for me.

silva2008's picture
6 pencils

me too!

17years old.'s picture
17years old.
16 pencils

me too.... what kinda cream it it?

Crisp One's picture
Crisp One
2007 pencils

what does a pharma-conglomerate
know about being a mom, besides
what they learn in research groups,

Stupid line I.M.O.

johnston's picture
144 pencils

Incredible art direction.
Incredibly weak strategy.

Kateter's picture
2029 pencils

I slept the whole night yesterday.

so fucking what are you trying to sell me?

DGCS's picture
410 pencils


veroruvioli's picture
82 pencils

nice art direction

STRTLRS's picture
1607 pencils

Is the little cloud above the banner made out of boobs? Maybe it's just me.

Art direction is ok. Is this made for the Asian market? Some elements look from that region (red stars, paper lantern, cherry blossom). Kinda confusing...

I think, therefore... yeah.

NatalieM's picture
1687 pencils

The art direction is cool, but it's unnecessary. And the idea "We know what's it like being a mum" would not need to be spelled out if that idea were evident in the copy and art.

fifilo's picture
74 pencils

like the art direction

cocochiller's picture
146 pencils

Fiona Hewitt is one of my favorite illustrators, and these ads are beautiful, but the lines aren't there for me. This one is especially weak.

Copywriter3003's picture
30 pencils

art direction / design stolen from the Me So Pretty line of products.

Copywriter3003's picture
30 pencils

strike that...

Miso Pretty is the correct name.

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