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
While luxury brands
were fighting
for every inch
of visibility at the
2024 Paris Masters,
We amplified
the moment
on social media
took it to the streets with strategic
OOH placements
and launched
a limited edition
of the product — sold
in drugstores near
tennis courts in São Paulo, covered just like
Alcaraz used it on court.
