Biolab Farmacêutica and Grupo DPSP bring serenity to public transportation with Serenus campaign

A Biolab Pharmaceuticals, in partnership with the DPSP group (Drogarias Pacheco and Drogaria São Paulo) and Eletromidia, a leader in media. out-of-home in Brazil, are launching a special campaign for the Serenus - an herbal medicine formulated with natural plants (Passiflora incarnata, Crataegus oxyacantha, Salix alba) with a calming effect, indicated to combat anxiety and sleep disorders. With the motto "Stay calm, stay Serenus", the campaign uses the hectic routine of the metropolis as a stage to provoke reflections on well-being and emotional balance.

The action developed with Eletromidia includes the internal and external stickering of CPTM trains - Line 9-Esmeralda, in São Paulo, and the VLT, in Rio de Janeiro, transforming public transportation into a true sensory experience of serenity. Through messages that invite tranquillity, the campaign seeks to reframe the moment of commuting, often associated with rushing, into a space for breathing and well-being.

"While life in the metropolis continues to be fast-paced, Serenus' proposal is to offer support in combating daily tension with the action of plant extracts of Passiflora and Crataegus, which have calming properties, and Salix extract, which reduces nervous excitement," explains Amanda de Sá, Marketing Manager at Biolab Farmacêutica.

The stickers on means of transport highlight Serenus as the protagonist, with images that reinforce the brand's presence on the streets.

"Special projects like this prove the power of OOH to go beyond traditional communication, becoming part of the urban experience and integrating naturally into people's routines. By combining context and creativity, we manage to generate real and memorable connections between brands and audiences," says Raphael Jimenez, Eletromidia's commercial director for São Paulo.

With this campaign, Biolab is reinforcing its commitment to health and well-being, promoting self-care in a way that is accessible and integrated into real life. The campaign will run until November 10th.