Position
Intimate health questions can feel too public.
Move 05 / Castling
pH Liners by Canesten
A private move to a safer square.
Case study film, product concept and retail campaign system.
Board position
Tension
The counter makes private symptoms public.
Move
Put a pH test inside a familiar liner.
Result
A quiet first answer in the aisle.
Brief
Make self checking easier.
Why I made it
The quiet part is usually the part worth solving.
Case study film
Pharmacy counter problem
Less whispering. More knowing.
01
The problem
Nobody wants to announce symptoms at the counter.
02
The liner
A colour change gives a clear first read.
03
The aisle
Move the answer into everyday care.
04
The campaign
Visible enough to help. Private enough to use.
Next move