Markham Henry, Creative Director, Motionstrand
Many healthcare and pharmaceutical campaigns are conveyed in a similar way: individuals struggling or thriving in a relatable moment. The same ad approach across disease states and campaigns becomes white noise. Ads end up with the same advertising frequency. To break the mold and make some noise, agencies may amp up the implied sentiment or campaign idea to help change perceptions.
Melanoma Monsters, Area 23
This ad is unfortunately relatable as most everyone has avoided getting something checked by a doctor. It also highlights why prevention is important. In the case of melanoma, size doesn’t matter. The campaign encourages the audience to take a second look at their skin because that innocuous little mole could be a large cancerous monster taking hold below the surface.
Tamiflu, BBDO and CDMi
We are in the peak of flu season, so this ad shows up at the perfect time. Everyone can immediately relate to this scene because we all know how it feels to have the flu. The campaign validates these feelings for the audience by amplifying just how big and nasty flu symptoms can be.
The Little Things Feel Even Bigger, Area 23
There is evidence that people fighting cancer experience personal growth and a deepened appreciation for life, which is what this ad aims to capture. You first notice the scene in the foreground but quickly shift to the audience behind the family. The scenario of what is happening in the living room is melded with the patient’s thought process. A heightened appreciation of the little moments and a new view toward life.
Dual Protection, Peepal Tree
Cardiovascular risk is growing much faster than a snail’s pace, with CDC statistics showing about 610,000 people die of heart disease in the U.S. every year. That translates to 1 in every 4 deaths, making it the leading cause of death for both men and women. Stacked snails in large format give the audience that off-feeling and a desire to read further. The message is carried out in a straightforward way with photography, messaging and color.
Pure Imagination, Alzheimer’s Association, Mullenlowe U.S.
This ad uses a well-loved movie and its beloved star Gene Wilder, who died in 2016 from complications of Alzheimer’s disease. He kept his disease private so as not to disappoint Willy Wonka fans. This video pays tribute to Wilder’s creative genius and evokes empathy. The candy gradually disappears throughout the scene representing memories, yet there is a hopeful twist with new treatments on the horizon.
Sneeze The Ice Cream, Dentsu
Any kid that likes ice cream probably wouldn’t turn down one of this size! The ad is a playful composition using engaging color and photography to draw the user in. Freezing the moment in time encourages the audience to explore what happened to the delicious chocolate scoop. Although subtle in its approach, the copy helps elevate the overall message.