ADC Awards
The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.
Fashion Cramps
Agency MRM Spain / Madrid + Sanofi, Buscopan / Paris + Heart & Sciences (part of OMG) / London + Q&Cumber / Madrid
Category
Press / Magazine - Series
Annual ID
ADC102_ADV109M
About the Work
Buscopan® IBS Relief, blends the unorthodox poses of models with the usual irritable bowel syndrome pain and abdominal discomfort. This campaign mimics an editorial fashion photoshoot made with real top models and a reputed fashion photographer, and its copy borrows both pharmaceutical and fashion jargon in order to misdirect the viewer.
2023 Awards
Total Points: 3
Merit Honor
Credits
Digital Agency
MRM Spain / Madrid
Client / Brand
Sanofi, Buscopan / Paris
Production Company
Q&Cumber / Madrid
Media Distribution Company
Heart & Sciences (part of OMG) / London
Art Director
BelÉn BardÓn
Copywriter
Miguel Prieto
Chief Creative Officer
Felix del Valle
Creative Director
Alejandro Peré
Executive Creative Director
Guillermo Santaisabel
Photographer
AgustÍn EscÁmez
Pedro MÁrnez
Associate Creative Director
Sergio Garcia
Account team
Alvaro Cuneo
Alyona Lesyuk
Javier Mirones
Sonia Dao
Stefano Piccini
Buscopan Brand Lead UK - Sanofi Consumer Healthcare
Radhika Gautam
Chief Growth Officer Sanofi
Alberto HernÁndez
Design Lead
Pablo Camarero
Global Brand Lead, Abdominal Pain & Cramps - Sanofi Consumer Healthcare
Serli Cubukcu
Global Category Head Digestive Wellness - Sanofi Consumer Healthcare
Sylvain Bonet
Global Media & Agency Relations - Sanofi Consumer Healthcare
Enrique De La PeÑa
Global Media Lead - Sanofi Consumer Healthcare
Scheila Barboza
Global Sub-Category Lead Digestive Wellness - Abdominal Cramps - Sanofi Consumer Healthcare
Isabel Robaina
Managing director
Maria Martinez
Media & Digital Lead UK - Sanofi Consumer Healthcare
Nathalia Machado
Scientific Affairs Head CHC UK - Sanofi Consumer Healthcare
Jurga Budriene
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