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Who Knew a Bloody Backside Could Look So Cute?

Creative 374 Add to collection

Cheil Beijing launches animated 'Butty & Belly' characters to promote Gangtai’s new anti-haemorrhoid patch

Who Knew a Bloody Backside Could Look So Cute?

A cute animated backside and an animated belly character, called Butty & Belly respectively, feature in a campaign to promote the Gangtai’s new anti-haemorrhoid patch.

The launch campaign, created by Cheil Worldwide Beijing, consists of three films where Belly comes to the rescue of Butty, who is in danger of suffering from the painful condition. It is designed to dispel the embarrassment associated with haemorrhoids by approaching it in an accessible and humorous way.

‘All about Ass’ sees Butty suffering from a troublesome external haemorrhoid; ‘Hero of Hotpot’ sees Butty threatened from an excess intake of hot and spicy food; while ‘Bloody Rebirth’ demonstrates Butty suffering from bleeding internal haemorrhoids.

In each case Belly applies one of the Gangtai external patches, which are simple to use and stick to the stomach area, to alleviate and soothe the conditions.

The films will run on TV and online, including on, and

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Post Production / VFX

Post Production Company: EALLIN

Production Company

Producer: Leo Lee

Production Company: TaiPingShengShi

Creative Agency

Art Director: Junli Hu

Copywriter: Yanting Lin, Vickie Wang

Creative Agency: Cheil Beijing


Sound Design: EALLIN

Categories: Pharmacy, Medicine and remedies

Cheil Worldwide, Thu, 06 Apr 2017 10:05:50 GMT