Sit up straight. Show your husband deference. Practice your manners.
Or you could just be you.
Inspired by the photography of Vivian Maier—a woman whose stunning photographs didn't receive critical acclaim until after her death—ICB's Spring/Summer line is about doing what you love. It's about the essence of true passion.
Both the content and the physical design of this book reflected such notions. A modern woman can upend these old rules, and instead make her own. French-folded pages filled with Emily Post-inspired guidelines on "how to be a woman" were literally torn open to reveal glossy photos of women within in striking provocative poses in bold, modern clothing. The juxtaposition of the old and new created a clear sense of irony and a cheeky statement: Her idea of being a woman is whatever she defines it to be.
Empathy is a powerful tool when wielded thoughtfully.
All For One, the new Astellas Cardiovascular Non-Branded platform, is about one thing: putting the patient at the center of everything.
As the landscape of healthcare shifts and evolves, there's one truth no one can argue with—the patients are why healthcare professionals do what they do. Most importantly, those patients can't just be reduced to patient types or charts, but rather real people with rich lives.
Our goal with this first campaign was to create a series of ads (appearing in each JNC circulation throughout 2017) that would tell the stories of these patients. It's taking All For One to a deeper level, where the "One" suddenly becomes people like Andrea or Ollie. Each character had a different story and a different style, further reinforcing individuality while also pulling through details about their patient journey and risk factors.
The ask was multi-faceted. First, Discovery Worldwide was undergoing a multi-level rebranding effort—not just in the way the agency looked, but in the way it approached advertising and communications. A deeper focus on science was now the primary focus and selling point of the agency as a whole—and we had to find a way to showcase that. Secondly, we had to make an ad for the MM&M 100 agencies edition to accompany the agency profile it would sit side-by-side with in the magazine. And we wanted it to be fun.
We're not your typical healthcare agency—just like I'm not your typical healthcare copywriter. I wanted that to really show. I wanted to demonstrate our sense of humor and fun, and how we can approach things smartly and scientifically in more ways than just, well, the literal ones. So, we started out with a little bit (or a lotta bit) of sass.
You're no rocket scientist. Or are you? Our new positioning statement focused on the fact that anyone could be a scientist in their own rite. Writer? You're a word scientist. Art director? You're a design scientist. In this new universe, everyone—yes, even creatives who didn't do well in Chemistry—is a scientist. Now, what kind of scientist are you?
The ad led to a website we created with one purpose: tell you what kind of scientist you are. We made a buzzfeed-style quiz with fun options that would ultimately determine which of 3 types of "scientists" you were. You can go to www.whatkindofscientist.com to go take it and find out. Sorry, but you may have seen some spoilers.
Salsa dancing. Wii. Cooking classes.
What do these things have to do with a library? Everything.
For years, SMCL’s family of 11 libraries have been upending the old fashioned definition of “library." No one is going to shush you at SMCL, and the Dewey decimal system is long gone. Instead, you can take a cooking class, or learn how to draw—thousands of new programs every year are committed to lifelong enrichment. And this was all in addition to the tremendous impact SMCL has had on disadvantaged youth and reading scores in the surrounding areas.
It’s about exploration, enrichment, and most of all, fun. The new brand look-and-feel, combined with a new approach to messaging, made it absolutely clear. SMCL is open for so much more than just books, or even classes—it’s open for exploration.
