Contraception has been always a sensitive issue. We wanted to tackle it with humor, and understanding of our target, in a fun and friendly way, since Bayer was perceived as a serious and old brand. We decided to go against stereotypes, fears and social norms that are expected from women, and decided to call them "Myths".
Radio - Myth Campaign
Radio - Myth Campaign Plus
Made with ♥ by McCann Montevideo
ECD: Leandro Gómez
Copywriter: Daniela Varela
Illustrator: Serrana del Castillo
Art Directors: Carolina Delgado, Serrana del Castillo