AS PART OF AN RFP RESPONSE, A SMALL TEAM AT ZOCALO GROUP PUT TOGETHER SOME FUN CONCEPTS TO HELP BENGAY REFINE ITS MESSAGE FOR AN EMERGING CUSTOMER DEMO. SOME OF THE MORE INTERESTING OUT TAKES FOLLOW:
This first concept was deeply connected to the pop culture background of the Gen-X demographic: A viral video and twitter focused narrative featuring Ralph Macchio reprising his role of Daniel LaRusso from the 80's hit The Karate Kid.
Through social channels and content platforms, we follow Daniel LaRusso as he attempts a comeback to the All-Valley Karate Tournament that he won 30 years prior . Through the magic of digital compositing we even insert the much older Daniel into some classic scenes now augmented with the help of a little Bengay.
Another concept was centered around the great line "You today. Tomorrow BenGay" that my copywriting partner came up with. Visually, I ran with this and came up with the idea of juxtaposing photos of BenGay users doing similar activities in their youth and today, highlighting the lifestyle changes involved.
PROJECT INFORMATION: CLIENT: JOHNSON & JOHNSON ROLES: CONCEPT, LEAD DESIGN, ILLUSTRATION