SUSTAGEN
MEAD JOHNSON NUTRITIONALS
BRAZIL

Sustagen Kids was a great product with an old, too-medicinal image. A good-tasting chocolate beverage, it delivers many vitamins and minerals children need for healthy growth -- especially iron, a mineral whose deficiency was common among kids in Brazil. LPNY created advertising from concepts we wrote and tested among moms in Sao Paulo, Rio and Salvador. The winner was something mothers wanted and kids aspired to: being the heroes of their own lives.

Shot in Rio de Janeiro by filmmaker Andrucha Waddington.