When tasked with creating a print ad with strong copy, my instinct was to understand the brand first. Who is BAND-AID? Their iconic slogan, "I am stuck on BAND-AID® brand 'cause BAND-AID's stuck on me!" " stuck;) " with me. It did a great job at combining a product benefit and the desire to stick with BAND-AID.

I knew I had to keep the element of stickiness.  Would I compare the BAND-AID to common sticky items? No, that's to generic. I thought more. It hit me. I realized that in any situation when someone is injured, you are quickly met with some variation of "Do you have a BAND-AID." The brand name itself sticks. It’s become part of how we talk. That insight shaped this print ad. It's  a celebration of a brand that doesn’t just heal, it sticks.