Campaigns
Lee Scott
March 17, 2020
10:18 am

6 campaigns transforming traditional objects into something unexpected

Voltaren, Grey and Columbia
Bayer and Area 23
Plantolaxy and McCann Health, Brazil
Shire, Langland
Genentech, Ogilvy Commonhealth
Janssen, McCann Health, Mexico

Lee Scott, Group creative director, Benchworks

There is a particular style of creative that achieves its effectiveness by transforming a familiar object into something completely different or unexpected, thereby serving as a profound storytelling device. Departures like these from frequently seen creative that includes people and lifestyle imagery, what I’d call truly good “object stories,” are inspirational and leave us thinking, “I wish I’d done that.” Here are a few examples of this type of work from both the United States and abroad, branded and unbranded, HCP, and consumer facing. And I’ve given each an “I Wish I Did That (IWIDT)” score (using a 1-10 scale) because, why not?

Voltaren and Grey, Columbia

A beautifully awful series that depicts bruises in a way that makes them appear as celestial events—a great example of how changing visual perspective can make one thing appear as something completely different. IWIDT Score: 8.1

Bayer and Area 23

Prostate cancer that has spread to the bone becomes a battlefield. The combination of an aggressively engaging visual and a direct headline makes this one of the most memorable pieces I’ve seen in a while. And the execution is near flawless. IWIDT Score: 9.1

Plantolaxy and McCann Health, Brazil

Vegetables take credit for their efficacy. McCann Health Brazil pulls it off with humor and virtually no copy, to portray both a product feature—plant-based laxative—and product benefit. IWIDT Score: 8.7

Shire, Langland

Using iconic, delicate porcelain designs from around the world, each execution in this series beautifully depicts the pain and increased bone fragility associated with Gaucher disease when it builds up in the bone marrow. IWIDT Score: 9.3

Genentech, Ogilvy Commonhealth

Using incandescent lightbulbs and their filaments to depict neurons as the mechanism of disease for multiple sclerosis is every bit compelling, smart, and scary. IWIDT Score: 8.3

Janssen, McCann Health, Mexico

This campaign introduced a new category to the diabetes market —SGLT2 inhibitors. These inhibitors essentially rid the body of glucose through urine: So where does that sugar from your morning muffin go? In the pool, behind a tree, and on the side of the road are all potential spots for a “pee break.” IWIDT Score: 9.6

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Campaigns

6 campaigns transforming traditional objects into something unexpected

Lee Scott is group creative director at Benchworks.

Lee Scott
March 17, 2020
10:18 am

Slideshow

Voltaren, Grey and Columbia
Bayer and Area 23
Plantolaxy and McCann Health, Brazil
Shire, Langland
Genentech, Ogilvy Commonhealth
Janssen, McCann Health, Mexico

Lee Scott, Group creative director, Benchworks

There is a particular style of creative that achieves its effectiveness by transforming a familiar object into something completely different or unexpected, thereby serving as a profound storytelling device. Departures like these from frequently seen creative that includes people and lifestyle imagery, what I’d call truly good “object stories,” are inspirational and leave us thinking, “I wish I’d done that.” Here are a few examples of this type of work from both the United States and abroad, branded and unbranded, HCP, and consumer facing. And I’ve given each an “I Wish I Did That (IWIDT)” score (using a 1-10 scale) because, why not?

Voltaren and Grey, Columbia

A beautifully awful series that depicts bruises in a way that makes them appear as celestial events—a great example of how changing visual perspective can make one thing appear as something completely different. IWIDT Score: 8.1

Bayer and Area 23

Prostate cancer that has spread to the bone becomes a battlefield. The combination of an aggressively engaging visual and a direct headline makes this one of the most memorable pieces I’ve seen in a while. And the execution is near flawless. IWIDT Score: 9.1

Plantolaxy and McCann Health, Brazil

Vegetables take credit for their efficacy. McCann Health Brazil pulls it off with humor and virtually no copy, to portray both a product feature—plant-based laxative—and product benefit. IWIDT Score: 8.7

Shire, Langland

Using iconic, delicate porcelain designs from around the world, each execution in this series beautifully depicts the pain and increased bone fragility associated with Gaucher disease when it builds up in the bone marrow. IWIDT Score: 9.3

Genentech, Ogilvy Commonhealth

Using incandescent lightbulbs and their filaments to depict neurons as the mechanism of disease for multiple sclerosis is every bit compelling, smart, and scary. IWIDT Score: 8.3

Janssen, McCann Health, Mexico

This campaign introduced a new category to the diabetes market —SGLT2 inhibitors. These inhibitors essentially rid the body of glucose through urine: So where does that sugar from your morning muffin go? In the pool, behind a tree, and on the side of the road are all potential spots for a “pee break.” IWIDT Score: 9.6

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