6 campaigns transforming traditional objects into something unexpected gallery & slideshow- MM&M - Medical Marketing and Media

6 campaigns transforming traditional objects into something unexpected


  • 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, Grey and Columbia

    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

    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

    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

    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

    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

    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