TBWA\World\Health Design & Branding WORLD HEALTH MED ADS by TBWA\Chiat\Day New York

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market United States
Agency TBWA\Chiat\Day New York
Creative Director James Cheung
Art Director Ron Castaldo
Copywriter Craig Geller, Jeff Williamson
Account Supervisor Tanya Tidman
Released April 2012

Credits & Description

Category: Self Promotion
Product/Service: CREATIVE AGENCY
Chief Creative Officer: Rob Schwartz (TBWA\Chiat\Day\New York)
Creative Director: James Cheung (TBWA\Chiat\Day\New York)
Copywriter: Craig Geller (TBWA\Chiat\Day\New York)
Copywriter: Jeff Williamson (TBWA\Chiat\Day\New York)
Art Director: Ron Castaldo (TBWA\Chiat\Day\New York)
Agency Producer: John La Faso (TBWA\Chiat\Day\New York)
Account Supervisor: Tanya Tidman (TBWA\Chiat\Day\New York)
Account Manager: Roseann Lewis (TBWA\Chiat\Day\New York)
Media placement: A Collection Of Postcards Perforated Together - An Insert In The 2012 April Issue Of Med Ad News - April 25, 2012

Describe the brief from the client
Despite having a network of 47 offices in 36 countries, TBWA WorldHealth has had a relatively low profile in the United States. With a new alliance with CAHG, a well-known US based professional agency, a variety of new business wins in 2011and a greatly expanded commitment to the US market, that situation is going to change. We needed an ad that introduced today’s TBWA WorldHealth – and did it in an impactful way.

Describe the challenges and key objectives
In a nutshell, the TBWA WorldHealth mission is the following: to find the simple stories hidden in medical complexities and tell those stories in fresh, compelling ways. The way we see it, doing great work for our clients is key to our ultimate goal – doing the good work of helping create a healthier world.
The ad needed to communicate this. It also needed to lay down the gauntlet – to challenge the status quo of health advertising. Therefore, in keeping with the TBWA strategic approach, we started from a disruptive point:
Conventional healthcare advertising makes people sick.

Describe how you arrived at the final design
In order to announce our mission to the world we decided to create a series of 6 postcards, each one calling out products and media from across the healthcare industry. By using bright colours, vintage cartoon art and an unorthodox format within the publication, our goal was to be immediately disruptive. To further play up the industry stereotype, we chose dated cartoon imagery of people reacting to what we felt was a dated standard of branding. The lines were crafted to echo the usual response to business-as-usual medical advertising.

Give some indication of how successful the outcome was in the market
As this piece has not run as of date of submission, we can only await and expect reasonable results, ie. forever transforming the entire healthcare advertising industry while single-handedly making the world a far better and healthier place.