• PRINT • BTL • GSK MEJORAL • OGILVY & MATHER COLOMBIA
PAIN SHOULDN'T
FOLLOW YOU.
"Using absence as the message. An idea that communicates relief by showing not the pain itself, but what it leaves behind."

CUSTOMER

GSK Mejoral

AGENCY

Ogilvy & Mather Colombia

MY ROLE

Art Director

PRINT • GSK MEJORAL • OGILVY & MATHER COLOMBIA
SLIDE PRIX • SILVER • PRINT

01 THE CHALLENGE

Communicate pain relief without showing pain or the product.
Mejoral needed to stand out in an overcrowded pain relief category, where brands relied on the same visual clichés: people in pain, exploding headaches, and tense bodies. The challenge was to break away from those conventions and tell the story from a completely different perspective.

02 THE IDEA

Show what pain leaves behind not the pain itself.
nstead of showing someone suffering, we revealed an empty locker room. A single prosthetic leg and a soccer cleat resting on the bench told the entire story. The player never made it onto the field. The pain was already understood without ever being shown. The headline delivered the idea with precision: “Pain shouldn’t follow you.”

03 ACTIVATIONS

The idea moved beyond print and into the real world.
No illustrated pain. No bodies in distress. Just an absence that said everything.
PRINT
Sports magazines and newspapers

The campaign ran in high-impact sports publications on game days, when muscle pain was especially relevant to readers.

POP
Instore pharmacy displays

Point of purchase displays recreated the empty locker room at retail. The same visual silence became a compelling sales message right at the shelf.

POP
Stadium activation

At soccer stadium entrances, branded benches featuring the campaign encouraged fans not to stay on the sidelines, reinforcing the brand message at the moment it mattered most.

04 RESULTS

One idea. Three touchpoints.
People reached
across Colombia
+ 0 M
Increase in purchase
intent for Mejoral
0 %
New users acquired
during the quarter
+ 0 K
Increase in unaided
brand awareness
0 %

05 MI ROL

ART DIRECTOR

CONCEPTO CREATIVO

DIRECCIÓN DE ARTE

RETOQUE

Mi responsabilidad abarcó la conceptualización, la dirección de arte de la pieza print, la construcción del escenario, el encuadre que maximizara el silencio visual y el sistema de activaciones BTL y POP que extendieron el concepto fuera de la revista. Cada pieza, en cada medio, mantuvo la misma premisa: no mostrar el dolor, sino lo que te impide vivir sin él. Desarrollada en dupla creativa.

05 MI ROL

ART DIRECTOR
CREATIVE CONCEPT
ART DIRECTION
RETOUCHING
OGILVY & MATHER

I led the creative concept, art direction for the print campaign, set design, visual composition, and the BTL and POP activations that extended the idea beyond print. Every execution, across every touchpoint, stayed true to the same creative principle: not showing pain, but showing what it keeps you from experiencing. Developed in partnership with a copywriter.