The one you know for headaches

With a drug everyone knows, the main job isn't to explain — it's to remind. And to do it without looking like an ad from the nineties.

Citramon needs no introduction. People know it, their parents took it, it's in every medicine cabinet. But that's exactly why the brand risks staying in the past along with its familiarity.

We looked for a balance: keep that “tried and tested” feeling, but present it with modern visuals. So people recognize something familiar without thinking they're watching an archive spot.

AI let us quickly try out several visual directions and settle on the one that doesn't clash with the brand's character.