Respirub was a new product made by Cinfa Laboratories that appeared in pharmacies and had to make its mark in a market where there were already a lot of powerful brands of decongestants. Our aim was to create a project that would catch people’s attention and make pharmacists remember us and so facilitate prescription. So we sent them a product presentation book, but not just any one, but rather one that told a very special story: ‘The Greatest Story Ever Told of the Congested Princess.