Ignite opted for animation to stand out from all the other HIV information available on the Web. "We wanted the audience of
'Live With It' to pause and realize that they haven't seen anything like this before," says Fabio Gratton, co-founder and
CIO.
The series, now on its third episode, follows different cartoon characters as they learn to cope with being diagnosed with
HIV. "I was having sex without a condom," says Isaac Mudd, pictured second from left. "I thought I was bulletproof—when I
think about it, I was just stupid."
Ignite has conceived a new model for healthcare promotion—one in which the ad agency maintains a firewall-protection over
the content and drug companies sign on as supporters. Third-party outlets, from health portals, HIV Web sites, YouTube, and
iTunes, have picked up the series and integrated it into their offerings.
CUTTING EDGE
Saatchi & Saatchi
BRAND Crestor CLIENT AstraZeneca
LEFT TO RIGHT: Kurt Lundberg , VP, account director , Sergio Flores, VP, associate creative director, Marcia Gold, SVP, group planning director
It takes a savvy marketer to define a disease on their own terms. But Saatchi & Saatchi did just that in its creative for
AstraZeneca's cholesterol drug Crestor (rosuvastatin)—and with that masterstroke secured a strong positioning for the brand.
With "Is your cholesterol out of whack?" as a headline, the Crestor creativistas helped reset the parameters of the tired,
old cholesterol discussion to include regulation of both "bad" LDL cholesterol and "good" HDL cholesterol levels—a key benefit
of Crestor.
The Crestor team further underscored this message in its ads by depicting patients as a stack of misaligned pieces. "This
campaign puts a visual to an asymptomatic condition," explains Kurt Lundberg, account director at Saatchi & Saatchi. "It helps
paint a picture of cholesterol [levels] that aren't right—and out of whack."
VIDEO SAVED THE AD STAR
MBC
BRAND
http://oralchemoadvisor.com/ CLIENT Roche
LEFT TO RIGHT: Ashish Verma, VP, creative director, Craig Douglass, senior VP, group creative director, Tom Wagner, VP, account group supervisor, Karen Rush, information architect
When it came to offering information online, Medical Broadcasting Company (MBC) knew that the last thing oncology patients
wanted was more of the same. Instead they took a new-tech approach to creating Web resources for Roche's oncology portfolio:
producing short videos of oncology healthcare professionals , which patients could absorb without feeling overwhelmed—or as
if it was homework.
"The video information tends to resonate a lot more than the text," says Nancy Powell, Roche's interactive marketing manager,
specialty-care oncology. "With the demographic skewed a little older, the viewer is accustomed to news on the the television,
so it's easier for them to sit and listen, and people absorb more information from audio."
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