By doing research it became clear that Zam-Buk positions themself as a brand that caters to everyone. To change things a bit I decided to shift the focus and concept from ‘it’s for everyone and everything’ to: ‘its not for everyone or every situation’. The concept developed into being about situations where you wouldn’t find Zam-Buk helpful or situations that you wouldn’t benefit from being healed in. The concept became about humorous situations where the focus really isn’t on the brand but rather the healing aspect of it. Even by shifting the focus of the ad the emphasis still lies on how effective the product is.