This month’s creative review was inspired by creative originality. The ad’s ability to create “real” patients and convey their emotions to the viewer is what sets this ad series apart. By departing from the typical use of smiling patients in perfect scenery, the Vfend launch series captures the reality of the condition it treats, drawing viewers in and grabbing their attention.
PharmaVOICE urges everyone involved in pharmaceutical marketing to get their creative juices flowing by participating in the first-ever live For Art’s Sake Forum at the Pharmaceutical Marketers Congress September 29, 2003, in Philadelphia. For more information, visit iirusa.com/pharmaevent.
Contributed by Todd Neuhaus, Chief Creative Officer, Lyons Lavey Nickel Swift
Every so often I come across work that distinguishes itself by much more than simply its creative spark. Rather, it uses its creative originality to accomplish something much greater than mere stopping power or interest — and that is brand resonance and integrity.
The Vfend launch campaign is one example of such work. There is a fundamental honesty and integrity in the execution that shies away from nothing. It is bold and stark and vivid, demonstrating real people confronting life-threatening infections. The photographs are not slick or computer enhanced. They are timeless, fragile, and exquisite…