The Power to Defy Heartburn!

Role: Concept and art direction

Heartburn advertising tends to follow the same tired formula: someone eats, heartburn hits, and a product comes to the rescue. For Zantac 360’s creative relaunch, we saw an opportunity to break the mold and make the brand impossible to ignore.

Inspired by pop art, we developed a bold, visually charged campaign that stood apart from the category. Working closely with our production and animation teams, we created “Zan the Man”,  a superhero that fights off heartburn. 

The result was a distinctive creative platform that extended beyond the original campaign, inspiring a series of seriously fun social and digital executions that gave the brand a fresh, unexpected personality.