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
Cogora

Cogora has been a leader in healthcare publishing for over 30 years and has become one of the leading full-service...

Latest intelligence

The UK’s new five-year pricing agreement
Pharma has agreed to capped growth again - in exchange for uptake promises...
Digital applications are transforming the market access landscape
Organisations are leveraging new technology to implement a wider range of business models and, in essence, drive market access success by working smarter, faster and with greater economy....
Escaping the spin cycle of sub-optimal launch
...

Infographics