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PRIVATE VIEW [Medical Marketing and Media](Medical Marketing and Media Via Acquire Media NewsEdge) As our desire for information increases, we, as advertisers, have to search for meaning- ful ways to connect relevant facts with health and well- ness brands. But what good is information, if it forgoes the emotion that moves people to take action? Enter visual storytelling- an emerging art form designed to conjure up narratives through stirring imagery and simple messaging. Does this use of storytelling create a language that actually inspires audiences? Or does it leave people scratching their heads? Let's explore with eyes wide open a selection of global print creative. * Sativex Here we have a powerful example of a visual correla- tion that demonstrates what it's like to be someone with multiple sclerosis who must rely on others. The audience is pulled into the physical chal- lenge of doing everyday tasks along with the emotional one of losing independence. * Abington Memorial Hospital This aesthetically pleasing image with minimal copy con- veys humanity, complex infor- mation and a sense of place. The intricate lines of the map serve two purposes. First, they speak to the delicacy of blood flow to the brain. Simultane- ously, the map lets us know where the hospital is located. Quite simply, well done. * Holmes Place Sure, working out can make you feel lighter. But why show someone who doesn't seem to feel anything-much less a difference? Where's the sense of invigoration and trans- formation that comes from clearing your head and pump- ing your body? * Viagra Isn't not easy getting an inter- nal sales force pumped up about a product line they've been selling for years. What an expressive way to help the Viagra team celebrate the key product benefit. It's quick. It's fun. It invites participation. Cheers! * Pacific Blue Cross This is an accident waiting to happen and that's the exact point. Who couldn't picture themselves inside this disas- ter story? Furthermore, it's not a feeling you want to sit with. Viewing this creative, you're propelled to take action whether it's ride a bit more to the left or pick up the phone. * Xifaxan 550 When the headline is so literal to what the visual says, a story tends to become a lecture, not a dialogue-losing the audi- ence along the way. Further- more, the creators of the ad appear so concerned that we get the point that the human being portrayed in it is almost forgotten. * Ataxia UK The headline powerfully describes the complexities of this little-known condition. Still, questions come to mind. Isn't the photo missing some- thing? Could a fresher visual technique have been used? Sativex Agency: Langland Windsor Abington Memorial Hospital Agency: Devito/Verdi, New York PRIVATE VIEW: Each month, a creative director from the industry reviews a number of medical advertisements. Please note that the views expressed are those of the author and not the views of MM&M magazine. For more informa- tion, or to be considered as a guest reviewer, please e-mail Kevin McCaffrey at [email protected]. Pacific Blue Cross Agency: DDB Canada Ataxia UK Agency: TBWA/London Viagra Agency: Taxi, Canada Holmes Place Agency: Altraforma, Barcelona Xifaxan 550 Agency: CDM New York Scott Carlton is associate creative director, Saatchi & Saatchi Wellness. (c) 2014 Haymarket Media, Inc. |