To help doctors see chronic cough differently, Merck’s campaign first turned a disruptive medical condition into a typeface and then into an animated graphic series. “This sound-to-sight disruption nailed the need for the campaign and raises awareness,” says one judge. “This is a high-craft success that makes people sit up and notice.” It shattered its goals, with 1.6 million impressions and reaching 91% of targeted doctors.
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