That seems like a really promising claim. And that is the intelligent part of this print campaign for Sani Hand sanitizer.
Usually in advertising, when a brand makes promises, it says 100%. And sometimes, more than hundred percentage.
100% purity
100% sincerity â
100% this
100% that
But here, the campaign developed by SmartPack, Guayaquil, says that Sani hand sanitizer kills 99% germs. This slight difference of .1 makes a drastic and intelligent difference to this campaign.
Another interesting fact about this campaign is its clever way of communication. The ads show two isolated germs. One is playing Sudoku. And another one is desperately waiting near a telephone. Funny.
CREDITS
Advertising Agency: SmartPack, Guayaquil, Ecuador
Creative Director: Daniel Valero Machado
Art Director: Omar MartÃnez
Copywriter: Daniel Valero Machado
Illustrator: Walter Andrés Garay
Via: Ads of the world