The 2009 Jay Chiat Awards for Strategic Excellence Winners

Idea for New Product or Content—Silver:
JWT, Brazil
"Band-Aid By Alexandre Herchcovitch—Reinventing One of the World's Greatest Product Inventions"

A Band-Aid case readily calls for a story about healing wounds.

But when it comes to a brand synonymous with its category, for years the undisputed leader, our story tells of how to face a much tougher challenge than healing wounds: to help a "stagnated leader" increase profits in a stagnated market.

This story shows a planning team applying an underused planning skill in Brazil: going beyond the communication and acting as a client's business partner in the development of a new product to broaden the brand's horizons.

It's the story of a planning team bravely questioning the repetition of the client's initiatives targeted at a children's audience and, after assessing several possibilities, suggesting a new product for a brand new audience, introducing Band-Aid into the world of fashion and borrowing from it innovation and attitude attributes for an outdated brand.

A story that ends with the planning team also putting its classic planning skills to good use (and having luck on its side), defining the communication strategy for the product in order to make it genuinely fashionable, desired and successful. In Brazil and around the world.

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Next: "Mrs. O: From Blog to Brand in Under Six Months"