Having an Aspirin with you can save your life. In different ways. According to some studies, taking an Aspirin during a heart attack, for example, reduces mortality by 23%. The problem is that this new generation doesn't know that. And worse: they don't even feel close to the Bayer/Aspirin brand, a brand over 120 years old. To solve this, we decided to talk about the importance of always having an Aspirin with you in a way that this new generation likes/understands: fashion. We took advantage of the fact that no one really knows what the forgotten tiny pocket of jeans is for - and that everyone wears jeans - and gave it a new use: carrying an Aspirin.

The campaign was a success. The tiny pockets' design attracted people's attention and turned jeans into OOH of Aspirin, bringing the brand closer and generating engagement with the new generation. The campaign became a topic on social media, speaking the language of the target and rejuvenating an over century-old brand.