Best Consumer Print Campaign: 2015

A minimum of two print ads in support of a prescription drug, medical product or service appearing in any consumer magazine or newspaper. OTC products are not permitted in this category. //Sponsored by MicroMass Communications

Tamiflu Search Print Ad 
Agency: HealthWork, powered by BBDO and CDMi  
Client: Genentech 

A nondisclosure agreement prevents us from revealing the information about this campaign that was included in its award submission. 

Tamiflu is a prescription medicine for flu treatment and flu prevention in adults and children.

A Google search for “Tamiflu print ad 2014” and “Tamiflu print ad 2015” delivers images that are very similar to images used in print and TV campaigns that won MM&M Awards in 2013. 

The creative illustrates the tagline, “There's no such thing as a little flu” by showing giant-size flu sufferers dwarfing their surroundings. 

One of the Google--revealed ads shows a woman with a red nose and red eyes wrapped in a blanket on a bed that's barely big enough for half her body. Another shows a man, with a similar look of red-eyed, red-nosed suffering, splayed across the majority of a living room. He's sitting on a sofa so tiny that it's hard to see with his head touching the ceiling. His arm is draped across a fireplace mantel and he's holding a tiny tissue. 

“A big campaignable idea—it's visual and arresting,” said one judge. 

“A great iconic campaign that delivers great empathy,” a second judge said. 

Additional judges praised the campaign as smart, creatively bold, emotional and relatable.

You Can Do It 
Agency: Saatchi and Saatchi Wellness 
Client: Abbott Diabetes Care 

With FreeStyle Libre, diabetes patients simply scan a wearable sensor to check glucose. 

The You Can Do It campaign uses a photo-realistic illustrative style and some double entendres, such as “You Can Do It in Public.”  

Judges found it empowering, clear, clever and scalable. 

Results included record sales and 780,000+ social-media impressions.

■ CDMiConnect and Astellas/Medivation for Xtandi Take It On 
■ Digitas Health LifeBrands and Insulet for Omnipod Consumer Campaign 
■ HealthWork, powered by BBDO and CDMi and Genentech for Tamiflu Search Print Ad
■ Publicis LifeBrands Evolvr and Mylan Specialty for Life Happens. Be Prepared print campaign for EpiPen Auto-Injector
■ Saatchi and Saatchi Well­ness and Abbott Diabetes Care for You Can Do It