activation

P&G, 2024

publicis

unmistakable relief

At the 2024 Paris Masters, Carlos Alcaraz inhaled from
a blue jar covered
in tape. The world watched. The internet recognized it.

No logo. No contract. Unmistakable relief.

EXECUTIVE CREATIVE DIRECTOR
Luis Figueiredo

CREATIVE DIRECTOR
Rita Angeiras

ART DIRECTION
Carolina Weber, gustavo caldara

COPYWRITING
Leo MilhomeM

At the 2024 Paris Masters,
Carlos Alcaraz inhaled from
a blue jar covered in tape.

Instantly recognized.
No label needed.

so… We seized
the moment to prove that Vicks' relief
is unmistakable.