It illustrates the heart and soul these researchers are putting into their work and the reasons why.
And it’s lovely across channels: The print execution (above), where you have the researcher on one side and the patient on the other, offers a beautiful juxtaposition. What’s unusual about this campaign is it’s not self-serving.
This feels like a much bigger, aspirational, and even altruistic way to connect with a broader audience. It doesn’t feel defensive and it would’ve been very easy for an industry campaign such as this to come off as such, especially given the anti-pharma feeling that’s out there.
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Creatividad: The best of DTC/ More than just TV (I)
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