Allegra

How to communicate Allegra’s non-drowsy allergy relief across different languages, cultures, and very different allergy triggers?

By tapping into something universal: the feelings that come with allergies. From the dread of spring cleaning with dust allergies, to the joy of knowing your kid can get on with being a kid without drowsiness slowing them down.

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Our adults spot uses the iconic Allegra Brainees, braincells that showcase the fact that Allegra has 0% brain interference, to highlight just how scary spring cleaning with dust allergies (Brazil’s #1 allergy trigger) can feel — if you don’t have Allegra.

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For Allegra® Kids, we used the Brainees like never before, breaking the structure and creating a jingle you’ll never get out of your head (even if you don’t understand the lyrics).

While the campaigns ran in 12+ countries, the main market was Brazil. The catch was, it was originally created in Portuguese, a language I do not speak. By using the latest translation technology and collaborating closely with local clients and production, I worked with our Spanish creative team to build locally-relevant and flawless copy, not just a translation.