The Thomapyrin campaign cleverly exploits the habit of immediately removing Op art banners by clicking them closed, as many Internet users are prone to do. It also utilises the user’s feeling that such banners literally cause a headache. Implementing bold patterns and garish colours, the banner first irritates the user, who naturally attempts to click the advert away. However, instead of the familiar “x” button, the user clicks on a Thomapyrin tablet, which then proceeds to “drop” into the headache-inducing banner and dissolve it.
Boehringer Ingelheim Pharma GmbH & Co. KG, Ingelheim am Rhein
Euro RSCG Düsseldorf / Euro RSCG 4D, Düsseldorf
Felix Glauner, Martin Breuer, Martin Venn, Pit Kho