What I love about this campaign is the lovely execution. The insight is charming about trying to get out of trouble by swallowing something bad which in turn leads to indigestion. Bt the way the art direction has been executed takes it to another level which is why it did so well at the award shows. Such craft in this little cute characters that you can’t help but smile. A great campaign from Alka seltzers and rightly deserved all the applause it gained.