Hasta La Creative!

The task was to launch a new anti-hangover pill with a very limited marketing budget in a very competitive Polish market. The agency decided to shock, provoke and create buzz about the new medicine which was called SpecTab.  A fictional story was created to provide the new brand with an engaging background. SpecTab was presented as a re-discovered drug of KGB, the Soviet secret police agency.  One day pedestrians in Warsaw were surprised with  a new statue being placed in the central square – a statue of Nikolay Wasiliewicz Onovalov, a Russian scientist, doctor and inventor of SpecTab.

This event created the word-of-mouth and resulted in massive media coverage. At the same time short black & white videos were placed on YouTube which depicted the experiments which Russians performed to prove the effectiveness of SpecTab.

One of the Soviet experiments proving how SpecTab reduced the effects of alcohol.

Brand: SpecTab
Client: Jelfa
Product: Spectab – a pill reducing effects of alcohol (Anti-Hangover remedy).
Advertising Agency: Change Communications, Warsaw, Poland
Creative Directors: Ryszard Sroka, Jakub Korolczuk, Rafa? Górski
Art Director: Adam Szczepocki
Copywriter: Franek Toeplitz
Sculpturer: Wojciech Zasadni
Released: June 2008