Please login to the form below

Not currently logged in
Email:
Password:

A picture paints...

A picture, they say, is worth a thousand words, yet, we work in what purports to be a very copy-based arm of the ad industry
Hereís a campaign that uses the tougher half of the problem/solution equation to dramatise the solution. Itís the picture that tells the story. Weíve all had our fill of those quality-of-life (QoL) shots with happy, smiling patients, all hillwalking, break-dancing, bungee jumping, free fall parachuting or whatever. With these wonderfully detailed photographs of hands (others in the campaign include handling coins, doing up buttons, writing, handling delicate plants, marking a ballot paper), we get all the patient benefits of improved QoL plus the product benefits of relief from the symptoms of Parkinsonís in one simple communication. It makes the punning baseline superfluous. But the great pleasure in these photographs is their honesty. No ëhand artistsí here, instead thereís bitten nails, wisps of hair, liver spots, warts and all ñ these are real people. This unromanticised vision of patients informs the honesty and reality of the product message.

3 cameras

Rating system

1 camera: Me no Leica
2 cameras: Me quite Leica
3 cameras: Me Leica lot

2nd September 2008

Share

Featured jobs

Subscribe to our email news alerts

PMHub

Add my company
HILVER

Hilver provides tailored contract sales and marketing services to the pharmaceutical and medical device industry in Europe, Russia and the...

Latest intelligence

Is telehealth delivering on its promises?
Using new digital technologies to help patients see their doctors online and not need to attend their surgery can help save time and money - but just how well is...
Channel purpose, change lives
GCI Health's Laura Starr on the power of creativity in health and wellness, all founded upon authentic brand purpose....
Wearables: the tangible product of the patient revolution
As the relationship between the patient and his doctor evolve, we look at how new technology is playing its part...

Infographics