Product Advertisement: Primary or Secondary Care
With grateful thanks to our sponsor
Electronic waste is a global concern, and hospitals must juggle keeping up with life-saving technological advances and meeting the needs for greater sustainability.
Enter SIGNA™ Evo: a revolutionary MRI upgrade that widens the tunnel on older machines while packing in innovative new technology. GE wanted a campaign to encourage customers to choose this cost-effective, sustainable alternative to machine replacement.
“Open Up” presented Evo as the essence of its key USP: a glowing ring symbolising the wider tunnel. This eye-catching icon traversed epic natural landscapes, conveying sustainability and comfort, while enticing customers to “open up” the potential of the Evo upgrade.
Judges Comments
A great sense of wonder effectively translating a tone of evolution and pioneering spirit . . . This is a fantastic and unique visual journey.
Smart creative thought — very evocative, big impact, with the environmental visuals tying clearly to the product features.
A beautifully crafted piece of work, well scripted and visually stunning.
When someone says “haemophilia”, you probably think of cuts that won’t stop bleeding. But it’s so much more than that.
Internal bleeds can come from the slightest jolt, bruise, or slip, and need immediate treatment. Most treatments need to be stored at cold temperatures, and when patients need to have quick access to treatment, it can leave them feeling shackled to the fridge.
We created a campaign to remind doctors of this burden. And to show them that because NovoEight® can be stored at room temperature, there is another possibility for haemophilia patients — a chance to escape the fridge.
Utilising visuals of the eye, in a market already saturated in eye imagery, is a challenge. We needed to use craft in a way that would stand out.
We wanted to change perspectives and celebrate the beauty of sight itself with a stunning piece of visual storytelling, striving to protect the beauty of sight, above all else.
The launch of RYBREVANT® in 2021 changed the treatment landscape for EGFR Exon 20 insertion mutation+ metastatic non-small cell lung cancer. A disease that was considered the toughest to treat finally had a therapy that provided oncologists with real results for an underserved patient population.
To communicate to HCPs how RYBREVANT could overcome this disease, we told the story of a robot designed to take on challenging environments. Our hero’s design was inspired by the molecule itself, with the two arms of the robot nodding to the Y-shaped technology of a bispecific antibody — a big differentiator in the treatment landscape.
There’s more to psoriasis than the plaques on a person’s skin. The condition takes up a lot of mental space, with patients constantly worrying about social stigma, flare-ups and treatments with harsh side effects. VTAMA® cream is a new type of plaque psoriasis treatment that can relieve the physical and phycological burdens of psoriasis — clearer skin AND clear thoughts.
The branded campaign showed dermatologists that with VTAMA cream, psoriasis is the furthest thing from their patients’ minds. And with all that extra brain space, they’re free to think about anything from Big Foot’s love life to a shark’s sushi order.
Tiogiva® was the fourth tiotropium (and umpteenth LAMA*) to launch in the UK. We knew we couldn’t sell the molecule or the class. But we could sell its low cost.
Tiogiva is a “Low-cost LAMA”, we reasoned. Which makes it a LLAMA. Which led to a campaign with visuals showing HCPs literally handing patients big, cute, furry llamas. “Don’t prescribe a LAMA”, we told HCPs, “Prescribe our LLAMA”. And judging by all our clients’ KPIs, they did.
Overall the lesson here seems to be, “When in doubt, add a South American pack animal”. Who knew?
*long-acting muscarinic antagonist
NEXPLANON® is a contraceptive implant that provides three years of continuous, effective contraception. However, it is not widely known among doctors in the UK, who usually recommend the contraceptive pill.
Our campaign was designed to connect with doctors and drive uptake of NEXPLANON by dramatising how well the brand aligns to the goals of women today. The hero print advert, created with a photographer, set designers, and lighting specialists, showcases a heroine enjoying multiple stages of her life with NEXPLANON working quietly in the background to support her — emphasising her ability to live a life unhindered by contraceptive worries.
