Project overview: Create a series of ads that would gently move nurses away from using the popular older model of drain because it was being discontinued. The idea was that in the end the nurse holding the winning drain would be featured in the ad showing it as number one. The marketing manager was utilizing a text messaging campaign at a few trade shows and therefore wanted to use the texting concept complete with custom emojis.
Challenges: We were concerned that too closely mimicking any phone’s actual texting interface would get us into trouble so it had to be a bit different and remain consistent with the newly established version of our CVI. Creating the drain emoji was a little challenging. It needed to be an emoji but also clearly identifiably our drain, not the competitions’.
Other Team Members: Product marketing manager, photographer, actors/models
My Role: Art Director; All design from concept to production, including booking the ads. Obtained estimates, hired photographers, cast actors/models, organized and art directed photoshoot
Tools: Indesign, Photoshop, Illustrator
Deliverables: A series of images to be used for any purpose throughout the company, print and digital ads. Under different creative briefs, miscellaneous collateral such as brochures and email blasts.
The first ad
The original product marketing manager left the company. The one who took over needed to change strategies. Historically, this product line was by far the most prefered drain. Unfortunately, we had been through an extended period of product shortages. During that time, other drains had shown up on the shelves of many hospitals. We needed to get that shelf space back and re-establish ourselves as the premium product. We also entered a new phase of corporate ad branding. We were to use a countdown series as shown below, keeping it to only three or four lines. Each ad was to target a different specialty and healthcare provider. The first two ads target nurses, who express their preference for a product each time they take it off the shelf. The second two ads target hospital purchasing managers who make decisions based on pricing and availability.
