Hipoglos: Corner poster

Protection for folds

Hipoglos is one of the best options for anyone who wants to protect a baby from diaper rash. To show how much protection the product offers to the delicate folds of babies, a poster was created to be placed in the corners of walls. We see a layer of Hipoglos, exactly where the poster folds. The tagline concludes: the cream offers more protection for every fold.

Advertising Agency: Ponto de Criação, São Paulo, Brazil
Executive Creative Director: Ana Paula Marques
Creative Directors: Cristiano Canguçu, Margit Junginger
Copywriter: Margit Junginger
Art Director: Nando Zenari
Photographer: Luis Moretti
Producer: Richard Denami
Art Buyer: Silvana Santos
Account Supervisor: Cristiano Corrêa
Advertiser's Supervisor: Gabriel Razzotti
Account Manager: Ana Foryan
Planner: Juliana Nappo
Media Director: Lusia Nicolino
Project Manager: Francine Novo

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7 comments

bricard's picture
bricard
189 pencils

Seems too much like a typical "office supply" glue ad. Who would see this and think protection for diaper rash?

Tommy G.'s picture
Tommy G.
897 pencils

More interesting than bad.

art.vs.commerce's picture
art.vs.commerce
566 pencils

I'm at a loss ti understand what protection from 'folds' actually means. Do I need to protect myself from folds??????

kalpesh78's picture
kalpesh78
2580 pencils

Folds are pretty old. nothing mew here..

ideas....30 minutes nahi toh free.

hufflepoff's picture
hufflepoff
430 pencils

Not seeing the connection there

michdec's picture
michdec
440 pencils

I thought it said nipgloss.. confusing

Guest's picture
Guest

Reading the comments here remind me of an HSBC campaign where they used to say: "Never underestimate the importance of local knowledge.". In Brazil, Hipoglos is a product that everybody, no matter the age, gender, or social class, knows exactly what's good for, so there's no need to explain anything, people will immediatelly infere the idea, and in this sense the ad is brilliant.

I would just make a comparison here in order to make things clear, imagine that you see a Band-Aid ad in which the product is attached to a pipe, what are the chances that you're not going to understand the idea? Are you really going to think that now Band-Aid is good to seal pipe holes?

People, don't forget that the main goal of any marketing campaign is to hit your market target, the campaign seem here is really powerful in Brazil, but of course will not appeal to countries that basically don't know this product.

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