BRAND X (Due to the confidential nature of this campaign, we must protect the brand name).
WHAT DO YOU DO?
We are a global pharmaceutical company representing a new and highly effective drug used to help treat patients with schizophrenia and bipolar disorder.
WHAT IS YOUR INDUSTRY?
DESCRIBE YOUR AUDIENCE
Psychiatrists. We need to convince them to switch their patients to Brand X.
WHAT ARE THE TOP 3 THINGS YOU WOULD LIKE TO COMMUNICATE TO YOUR AUDIENCE?
Please use strong imagery to communicate that Brand X is the most effective drug for doctors to prescribe to their patients for both the short AND long term.
When a patient walks into a psychiatrists office showing negative symptoms and needs a stronger medication, he or she should prescribe Brand X. Its the strongest and most effective solution, relieving symptoms right away. Its also a good solution for long term treatment as the side effects arent severe.
Style and Concept
WHAT STYLES DO YOU LIKE?
Advertising in the pharmaceutical category is inundated with imagery of patients, both happy and sad. Were not interested in that. In fact, wed prefer not to see any images of patients at all unless theyre used in an abstract and/or different way.
The challenge with this assignment is to do something ICONIC and DISTINCTIVE. We need to build some visual equity for the brand images that are strong and memorable. Consider visual metaphors, for example. Here are some other visual areas to consider:
Brand X is fast-dissolving so its ability to stabilize symptoms quickly is a good quality to highlight. However we dont want to see a bunch of images of professional sprinters or speedy trains . . . its more about the positive and uplifting energy Brand X provides people, quickly.
NEXT GENERATION / PRODUCT EVOLUTION:
Brand X represents the 4th Generation of its kind. Its an evolution. As such, its an improvement on its predecessors. Being the newest or the latest of anything suggests that its the best without saying it. Consider Brand X the iPhone 4 among its peers.
Brand X brings balance and calm to ones life. Stability. So consider ideas that can visually convey this feeling. A restoration of calm.
RESTORING HUMAN DIGNITY:
Brand X helps restore a sense of dignity. It can help people feel whole and human again. This restoration of self-respect is a true and powerful thing to communicate. Essentially, people feel like themselves again.
DEFENDER/ADVOCATE/PROTECTOR OF THE PEOPLE:
Brand X empathizes with patients and their caregivers, and champions their ability to live more stable and productive lives. In other words, this brand is an advocate for people. We are defenders of their dignity and right to live stable lives. Protectors.
THINGS TO AVOID:
Dont over-promise. Avoid rosy depictions of patients, and miraculous transformations.
Stay away from humor. This is a serious subject, after all.
Do not make direct comparisons (better, faster, stronger, etc) to other products.
WHAT COLORS DO YOU LIKE OR HATE?
This is the color palette for the brand. However, you have permission to stray from them as long as whatever combination feels more like a subtle evolution than a drastic departure.
PMS 286 (Primary: sapphire blue)
PMS 3125 (Secondary: sky blue)
PMS 389 (Accent: spring green)
ANY OTHER ADDITIONAL INFO? (OPTIONAL)
Please feel free to use greek copy in the early part of this contest. This is primarily a visual exercise. We challenge you to find strong, visual ways to communicate to doctors that this drug is a better alternative for their patients. You may use illustration, typography, photography or photoshop comps to convey your idea.
NOTE: We will reproduce the winning ideas professionally so if youre limited by resources and need to comp an image together, thats okay. Its more about the idea t this point.
Next week I will start posting specific headlines that we want you to use. And in some cases, specific ideas wed like you to execute.
Please use the provided logo. As mentioned earlier, its a placeholder logo and will be replaced once your idea goes into production. PLEASE WORK IN 11x17 FORMAT.
THE TONE OF THIS CAMPAIGN IS:
- Real (meaning, it cant feel silly or cartoony; it needs to be grounded in real life)
- Visceral (you want your viewers to have an immediate reaction to it)
- Universal (this is a global campaign, so any icons or representations of people need to appeal to a wide audience)
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