PLAN B CAMPAIGN
 

 

 
arrow_right Integrated Campaign

The ____ Pill campaign exposed young women to risky sexual behaviour in a number of ways. A straight-forward candy-wrapped message on Out of Home Boards, in magazines and Web Banners caught their attention and showed Plan B as real lifesaver for when they screwed-up. In some cases they were asked to “share their oops” and interact with the boards and banners themselves. The lines they submitted were sent directly to shareyouroops.ca; a Microsite where they were free to enter and redesign more lines as well as vote on them online, thus talking openly and teaching each other about risky sex situations, rather than be taught by Plan B, a brand they didn’t know. Women created a sense of community and took ownership of the campaign.
   
 
MAP

arrow_rightMICROSITE

 

arrow_rightBANNERS

arrow_rightVOTE BANNERS

arrow_rightCHAT BANNERS

arrow_rightPRINT MAGAZINE
  arrow_rightBILBOARD
  arrow_rightUNDERWEAR
 
  MICROSITE (Click to enlarge)
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  BANNERS (Click to enlarge)
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Banner 234x60   Banner 300x250   Banner 430x600
   
 

 

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  VOTE BANNERS (Click to enlarge)
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Banner 300x250   Banner 430x600
   
 

 

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  CHAT BANNERS (Click to enlarge)
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Banner 300x250   Banner 430x600
   
 

 

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  PRINT MAGAZINE (Click to enlarge)
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Cosmo   Flare   Ion
   
 

 

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  INTERACTIVE BILBOARD (Click to enlarge)
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Bilboard 1   Bilboard 2    
   
  Non-Traditional Formats: Interactive Boards

Young women were asked to “share their oops” by texting their risky sex situations right into The____Pill creative format. A straight-forward candy-wrapped message caught their attention and lightened the tone to communicate that Plan B is a real morning after lifesaver pill for when you “screw up.”

 

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  UNDERWEAR (Click to enlarge)
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Bilboard 1   Bilboard 2    
   
  Non-Traditional Formats: Spare Panties

The ____ Pill campaign exposed young women to risky sexual behavior in a number of ways. Replacing the typical flyer distributed on event sites (bars, clubs, music festivals), we caught our target’s attention by wrapping disposable underwear with a straightforward candy-colored message, and communicated that Plan B is a real morning after lifesaver pill for when you “screw up.” These original ad pieces invited women to share their “oops” by submitting one of their own to shareyouroops.ca, a microsite where they could enter and design more lines as well as vote on others.

 

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CREDITS - PLAN B
 

Announcer: Paladin Labs Inc.

Clients: Farrukh Rehan - Marketing Manager, Women's Health
                Sabine Chauvet - Associate Product Manager, Women's Health
Mobile media: Bart Nickerson, Daniela Veljkovic, Steven Wong
Creative Media Planner: Elana Gorbatyuk
Strategic Planning Director: Anne-Marie Leclair
Vice President, Creative Director : Stéphane Charier
Creative Director: Patrick Chaubet
Creative Director: Dominique Trudeau
Art Director: Roberto Baibich
Copywriters: Andrea Usher-Jones, Alexandre Gadoua
Art Directors Interactive: Vill Mak, Pierre-Emmanuel Messier
Mac artist: Éric Lefebvre
Account Service Director: Diane Bélanger
Account Service Managers : Julie Chandler, Sara Caincross
Interactive Producer: Jean-Alexandre Sarrazin
Print Producer: Hélène Joannette Z
Programming & Integration: Hue
Event coordination: Manifest