Tara Powers, VP, creative director, Elevate Healthcare
Ah February, the time of year when love is in the air and matters of the heart are top of mind. In healthcare marketing, pulling at the heartstrings seems to sometimes require flowers, chocolates and shots of patients holding hands walking down the beach with their loved ones. It’s vital that in order to break through the clutter the creative not only be on strategy, but also visually capture the target audience’s collective attention and touch both their hearts and minds to powerfully deliver the strategic message. I think you’re going to love these campaigns.
Dragging Down, Novartis, CDM New York
The really powerful idea this concept brings across quickly is how heart failure can affect other vital organs. The visual of the sinking organs entrapped by the chains shows how critical heart failure can be, and the interdependency of the multiple major organs, such as the kidneys and liver. Dark. Ominous. Scary. The strategic imperative to link heart failure to the other organs came across immediately in an image you can’t soon forget.
Broken Heart, Beneficencia Portuguesa Sao Paulo, DDB Sao Paulo
Wow, this one really got my attention. Would you believe this is a call to action for organ donation? The story and stylized text treatment tell the sad story of a broken heart, with the heart-touching message that despite the trials and tribulations that one may experience in life, you can still triumph by helping to save a life through the donation of your organs. For those of you skeptics thinking this is just cool computer-generated art, the bulk of this work was created, actually sculpted, then photographed. Amazing, incredible work all the way around. You have to love that kind of attention to detail.
What Runs Through Your Veins, Cheerios, Saatchi & Saatchi
Cheerios, of all brands, presents some startlingly different work. A major consumer brand using a mix of medical illustration with a unique illustrative style and campaignability makes for a completely unique creative concept that powerfully makes its point about cholesterol and heart health. It’s so unlike a typical cereal advertisement — and a rare instance of where a consumer campaign uses imagery of an anatomical heart, rather than a metaphorical depiction. These ads are beautiful to look at, and I found myself spending more time with these executions, reveling in the detailed artwork and being immersed in the overall metaphor.
Stolen Futures, AstraZeneca, The Bloc
Bringing to life the pain and clinical data relevant to a patient’s life is portrayed in a powerful image of the heart being squeezed by the vice-like grip of the gloved hand of a mysterious unseen perpetrator — heart failure in type 2 diabetes. Quick. Direct. Impactful. It makes you take notice and hopefully, action.
A Deadly Risk in Type-2 Diabetes, Omacor
The treatment of the CGI “grenade in the chest” is a simple, effective way to make the connection between high triglycerides in people with type 2 diabetes and coronary episodes. The call to action here of “See the risk, defuse the danger” works well with the overall goal to spur action in this patient population.
Take Care of Your Teeth, Curaprox, Jandl
The link between oral health and heart health has been long established and is a frequent message in campaigns for certain dental products. However, this execution takes it to another level entirely, not holding back in shocking the reader with a core visual that dramatizes that connection. Subtle it is not—delivering the message like it’s tied to a brick thrown through your window. It’s like a car accident, you want to look away, but you can’t.