The painkiller Thomapyrin is known as a reliable remedy for headaches. This advertising brochure was developed to point out to a well-educated modern, urban target group that it is also highly effective against hangovers, for example after a long night of clubbing. In German, the word for “hangover” is “Kater”, which literally translates as “male cat”, and thus the booklet introduces the world’s ten most famous male cats together with dubious traditional home remedies. In a highly witty and creative manner, the images on the left pages illustrate the funny anecdotes on the right, such as the story about the “wooden muzzle”, the French equivalent of a hangover. In the middle ages, cognac used to be drunk directly from the barrel, together with a lot of saw dust. The otherwise simply designed brochure in black-and-white with a soft fabric cover presents itself as a high-quality, entertaining collection of bizarre stories – and thus as appropriate promotional material for a younger, discerning target group.
Statement by the jury
»The brochure about hangovers after drinking too much alcohol features a design idea that hits the mark of its target group. Focusing on concise and funny texts as well as extremely bizarre illustrations and a reduced layout, it succeeds in realising the topic in a clever way and, thus, effectively advertises the painkiller.«
Pharma GmbH & Co. KG, Ingelheim am Rhein