Kraft ran a print and outdoor advertising campaign to launch Halls XS, a candy with the same refreshing power of the original in a considerably smaller size, aimed at young people between the ages of 18 and 25. JWT Argentina used the concept of “small but powerful” to develop a campaign rotating around one person having to communicate bad news to another person. A daughter talks up her boyfriend to her father. A son breaks the news of his car crash to his father. A woman downsizes the extent of her shopping. The Halls XS refreshing effect gradually transforms bad news into better news when it finally gets to ear of the receiver. “Whatever you say feels a little better”. The campaign won a Silver Press Lion at Cannes International Festival of Creativity.
The Halls XS campaign was developed at JWT Argentina, Buenos Aires, by chief creative officers/executive creative directors Gonzalo Vecino and Pablo Alvarez Travieso, creative director Joaquin Ares, art director Juan Ignacio Peirano, copywriter Guido Freiberg, planner Mercedes Santesteban, account manager Vicotria Carrano, account supervisor Teresita Bellesi, and illustrator Juan Pablo Zaramella.