USAPAN IBU

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Built around the emotional familiarity of a mother’s touch, this campaign for Transpulmin explores care as something deeply physical, personal, and instinctive.

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The idea positions the act of hand rubbing not only as a traditional gesture of comfort, but also as a symbol of protection passed between generations of mothers and children.

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By connecting the product with warmth, trust, and emotional reassurance, the campaign reinforces Transpulmin’s role as a long-standing companion in family care.

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Client: Menarini

Agency: Oliver

Creative Director: Lucy

Sr. Art Director: Novian Arif

Sr. Copywriter: Dots