Pain in the neck
Printed campaign for Tiger Balm, targeting individuals living in large cities used to experience long hours of commute to work.
The visual uses a playful tone, conveying the message with irony through exaggeration and personification. A giraffe, given a human life in a big city, is driving a tiny little car in order to commute to work, bending its neck over the steer-wheel to be able to fit in the small vehicle.
A slightly impertinent pun plays with the words “Pain in the neck” to add some audacity to a brand that wants to expand its target and bring traditional oriental wisdom to everybody.