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
Litmus MME

LITMUS places the development of strong physician relationships at the centre of every program and has established a new standard...

Latest intelligence

blog-icon_build_your_argumentation.png
Build your e-detailing argumentation
We’ve written a number of posts recently giving insights into the Anthill method for structuring e-detailing & CLM presentations. To help you overview, we’ve put these argumentation posts together....
Growing influence of pharmacists in the sale of Rx and OTC medicines
Find out how the changes within pharmacy have affected their influence over the sales of RX and OTC medicines in this whitepaper....
Drivers of 2014′s Soaring Drug Approvals
The FDA & EMA approved a chart-topping number of new drugs in 2014. Read more in our White Paper about the responsibility this growing approval success will put on future...