Whole night

Agency Network: 
July 2008

Print advertisment created by FCB, Brazil for Dermodex, within the category: Pharmaceutical.

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

Comments (17)

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robinstam's picture
Activity Score 215

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
Activity Score 81

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

Garg0yle's picture
Activity Score 144

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

Such superficial insights... actually what insights?

campass's picture
Activity Score 120

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
Activity Score 6

me too!

17years old.'s picture
17years old.
Activity Score 16

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

Crisp One's picture
Crisp One
Activity Score 2005

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
Activity Score 144

Incredible art direction.
Incredibly weak strategy.

Kateter's picture
Activity Score 2029

I slept the whole night yesterday.

so fucking what are you trying to sell me?

DGCS's picture
Activity Score 410


veroruvioli's picture
Activity Score 82

nice art direction

STRTLRS's picture
Activity Score 1601

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
Activity Score 1685

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
Activity Score 74

like the art direction

cocochiller's picture
Activity Score 146

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
Activity Score 30

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

Copywriter3003's picture
Activity Score 30

strike that...

Miso Pretty is the correct name.