PHILIPPINES, APRIL 2011 – Early this year, DM9 JaymeSyfu turned heads for its "Center of Attention" (Seats) campaign for Pharex Carbocisteine cough syrup.
Without any copy, only the logo of the product, the campaign illustrates the embarrassing situation of having an attention-grabbing cough in enclosed locations. Empty chairs are turned to face an audience member instead of the stage, the podium or the screen in three print executions: "Opera", "Cinema" and "Lecture". The result is a smart idea made even more powerful by its simplicity and single-mindedness.
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"Cinema"
< width="400" height="240" alt="" src="/global//UserFiles/lecture lo. " />
"Lecture"
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"Opera"
The series has earned the thumbs-up from juries from ADFEST 2011, where the "Cinema" ad was shortlisted and both the "Opera" single and the entire campaign received a Bronze Lotus. "Opera" was also cited by the prestigious D&AD awards with an in-book acceptance and is still in the running in the One Show awards as a finalist as of press time.
CREDITS
Agency: DM9 JaymeSyfu
Chief Creative Officer: Merlee Jayme
Executive Creative Director: Eugene Demata
Creative Directors: Jerry Hizon, Louie Sotto
Art Director: Miko Quiogue
Copywriter: EJ Galang
Final Art: Allan Montayre, Pinoy Reyes
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