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ClearBlue: Radio Case

Lápiz created an interactive radio spot for P&G’s Clearblue pregnancy test product, which allows women - those who are eager to become pregnant and those who are not yet prepared to be mothers - the chance to hear their own point of view about pregnancy. It's not easy to sell a product with such a dual nature; because women have mixed emotions about pregnancy. While some women are looking to become mothers, others aren’t yet prepared. With that in mind, Lápiz designed a radio spot that relates to both types of feelings, simultaneously. On the radio you hear two stories: through the right speaker you hear a woman who wants to get pregnant and through the left speaker you hear one who doesn’t. Based on your current mindset - yearning for pregnancy/not ready - you turn the speaker in your car to only play audio out of the right or left speaker, hearing the message that's relevant to you. The intuitive campaign allows women to choose their own story, while communicating the benefits of using Clearblue.

Advertising Agency: Lápiz, USA
Chief Creative Officer: Laurence Klinger
Creative Directors: Maria Bernal, Pablo Ferrari
Art Director: Jorge Pomareda
Copywriter: Carlos Bretel
Art Director: Gaston Soto
Copywriter: Omar Sotomayor
Account Director: Elizabeth Papasakelariou
Senior Account Executive: Lucille Gratacos
Agency Producer: Ximena Aguirre
Planning: Ana Maria Matta
Sound Studio: Earhole Studios
Sound Engineer: Beto Santoyo

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2 comments

kleenex's picture
kleenex
26308 pencils

If I had to do this while listening to a real radio I would not want to do it.

For a store display I would.

connection_67's picture
connection_67
18 pencils

Really clever... but noone is actually going to do it. Especially in the car which would be a big percentage of people listening to the radio.

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