Matzisor
 and 
Pufulet,
characters 
of 
the
 campaign
 made by
 Lowe&Partners 
and 
Medic
One 
for 
Aspacardin


Lowe&Partners and
 Medic
One have 
teamed 
up 
to 
create
 a
 new
 communication
 campaign 
for
 Aspacardin,
an 
adjuvant 
treatment 
for 
arrhythmias,
 produced 
by 
Terapia
 Ranbaxy.

The 
brief 
received 
by 
the 
agency 
was 
to 
create
a 
fresh
 and
 innovative
 communication
 concept 
for
 Aspacardin.
The
 idea
 of 
the 
campaign 
came 
from 
the 
fact that
 arrhythmia 
prevention 
is
 far 
from 
being
 a habit in 
Romania.

Although 
many
 people 
in 
Romania 
suffer 
at 
least once 
in 
life 
from 
arrhythmia,
only 
a
 few
 of
 them
 consider preventing
 it. And
 we 
are 
not 
only 
talking 
about 
the 
elderly, but 
also 
young
 people
 who
 are
 confronted with
 a 
hectic
 rhythm 
of 
life, suffering
 from 
stress
 and
 trying 
to 
joggle their
 profession
 with
 their
 personal 
life. Thus,
we 
wished to 
target 
both 
these
 two
 categories, 
equally,
with
 this
 campaign.
And the
 creation 
team 
from 
Lowe 
has 
helped 
us 
to 
find 
a 
nice 
and 
funny 
way 
to 
communicate 
this message
 to them


Oana
Voinescu

Product
 Manager
 Terapia
 Ranbaxy

The
 campaign
 will
 run
 on
 TV,
 but
 it
 will
 also
 include
 an online
 channel
 and
 flyers
 addressing
 patients
 and
 doctors.

There
 are
 a
 lot
 of
 legal
 constraints on drug
 communication,
 so
 an
 advert
 for
 this
 category
 is
 a
 challenge
 for
 every
 creative professional.
 Especially, when
 you
 want
 to
 think
 outside the
 box.
 And
 this
 is
 exactly
 what
 we
 were
 aiming,
 to
 be
 different,
 to
 bring
 colour
 and
 relaxation into
 the
 crowded
 commercials
on pills and
 embrocations


Corina 
Sofariu

Account
 Director
 Medic
 One

The
 TV
 spot
 made by
 Lowe&Partners
 captures
 the
 idea
 that women are
 those
 who
 take
 care
 most
 of
 their
 own
 health
 and
 their
 families,
 especially
 when
 it
 comes
 to
 heart‐related
 problems.

Aspacardin
 is
 a
 medicine
 that
 rapidly cures arrhythmies. It 
is
 enough
 to
 think
 about
 it and your
 imagination
 can
 take
 you
 pretty
 far.
 The
 secret
 is
 to
 keep
 a
 balance
 between
 funny
 and
 relevant,
 between
 entertainment  and the
 power
 to
 synthesise
 and
 send
 out
 a
 clear
 information.
 We
 came
 up
 with
 plenty
 of
 crazy
 ideas,
 but
 finally
 we
 had
 to
 choose
 one
 that
 would
 send  our
 message
 in
 the
 most
 precise
 and
 accurate
 manner.
 Matzisor
 and
 Pufulet,
the
 main
 characters
 from
 the
 TV
 spot
 are
 based
 on
 real‐life
 stories

Marina
 Cordun

Copywriter
 Lowe&Partners

The
 team
 that
 contributed
 to
 this
 campaign includes Oana
Voinescu
– Product
Manager
 and
 Claudia
Firez
– Director
 Marketing
 from Terapia
 Ranbaxy, Razvan
 Dumitrescu
– Strategy
Director,
 Oana
 Serban
– Account
Director,
 Mihai
 Fetcu
– Creative
 Director,
 Marina
 Cordun
– Copywriter,
 Luisa
 Leizeriuc
– Copywriter,
 Ana
Maria
Vasilache
 ‐ Copywriter,

Alexandru
 Micu
– Art
 Director,
 Corina
 Șofariu
‐ Account
 Director
 from
 Lowe&Partners
 and 
Medic
One.