DEVIL IN THE DETAILS
agency: Regan Campbell Ward-McCann
photo from left: Jeff Lubalin, VP, associate creative director • Lauren A. Felsenfeld, senior account executive • Dorothy Chin, copywriter • Julia Whalen, VP, account supervisor (Not pictured: Mary Lynn Kargman, senior VP, management supervisor)
One of the greatest hallmarks of creative genius is the ability to work well under pressure. Agencies face all kinds of pressures, deadline and otherwise. But you have to hand it to the folks at Regan Campbell Ward-McCann, who created a memorable icon that differentiated the triglyceride-lowering Lipofen from the pack—a challenge with a number of fenofibrates already on the market.
With the RFP deadline drawing near, Regan Campbell Ward rose to the challenge, despite the fact that a major steam pipe explosion shuttered their offices in New York City and wreaked havoc on the neighborhood. The team resisted any urge to ask for an extension. Instead, they borrowed office space around New York and let the chaos fuel their fire. In the process, they cooked up a sizzling devil hamburger icon to convey the type of temptation high-cholesterol patients often face.
The team kept on plugging right up until the day they went to Alabama to pitch ProEthic. And despite the turmoil it took to get there, the RCW brand team says it was all worth it. "The client really embraced this idea," says Mary Lynn Kargman, RCW senior vice president and management supervisor. "We presented a number of ideas to them, and they fell in love with this one right away. It was instantly recognized as being very successful." Added team member Dorothy Chin, "Aside from the great relationship we had with the client, this product in particular was a lot of fun to work on creatively."