Sustagen Kids Health Suplement: Psychopaths

An early start makes them smart.
Sustagen Kids. More vitamins. More minerals.

Sustagen Kids is a health supplement enriched with vitamins and minerals, and is aimed at kids from four to ten years old. The Campaign consists of 3 ads is aimed at showing that parents should care for their kids now and not later.

Advertising Agency: F/Nazca Saatchi & Saatchi, São Paulo, Brazil
Copywriter: Eduardo Lima
Art Directors: Luciano Lincoln, Guilherme Taccetti
Creative Directors: Eduardo Lima
Photographer: Zarella Neto
Art buyers: Cristiano Godoy, Edna Bombini
Producers: José Roberto Jekl and Armando Ferreira
Published: March 2007

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6 comments

kandi's picture
kandi
204 pencils

Yay! If I feed my kids Sustagen, they'll grow up to be really smart Psychopaths!

wkanaan's picture
wkanaan
483 pencils

I think its a nice campaign. Straightforward and simple message strategy. Kandi is simply interpreting stuff in his own way. People often become too criticizing and make no points (not just you kandi). This campaign illustrates the message in a way that targets the family and i think it works. Drink sustaging while blogging, might help.

prozac_republic's picture
prozac_republic
196 pencils

i took so much of that as a kid.

today i'm on prozac.

добро пожаловать и наслаждается!
The Prozac Republic®

добро пожаловать и наслаждается!
The Prozac Republic®

Stigset's picture
Stigset
1456 pencils

is there any relevance between the message of these ads and the drawings on the wallpaper ?
If not I don't understand why the illustrations are so present in each ad.
I'm not a huge fan of this campaign, and I find the copy a bit misplaced.
The only thing I like, is how the text is cut out in the wallpaper

wkanaan's picture
wkanaan
483 pencils

I Think its meant to be a wallpaper the ones that exists in classes or kg. If you see the large size, you will see that the copy is carved into the wallpaper/di-cut.

DarkSide's picture
DarkSide
1068 pencils

Exactly the only thing i like in this campaign is the cutout text.

I believe they used this wallpaper because they are using examples of a child that is an adult now (showing the consequence of what they ate), so the wallpaper is from the 60's as the art director who must be about 40 years old and that is how he remembers his childhood.

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