The goal of our client, a large multinational pharmaceutical company, is to help children in the process of swallowing pills orally, a moment that is always traumatic and often experienced with great discomfort and concern. Thousands of accidents occur each year in these situations often also causing problems where first aid maneuvers and recourse to medical personnel are required. With these considerations as a starting point, the marketing team sought a solution to achieve two important results: first, to make the process of taking the pill safer and second, to make this moment, experienced painfully by children, as a fun and engaging one.