LION by Whybin\TBWA Auckland for Multiple Sclerosis Society/ MS Society

LION

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Industry Charities, Foundations, Volunteers
Media Print, Magazine & Newspaper
Market New Zealand
Agency Whybin\TBWA Auckland
Executive Creative Director Andy Blood
Illustrator Lauren Marriott
Released October 2010

Credits & Description

Category: Fundraising & Appeals
Advertiser: THE MULTIPLE SCLEROSIS SOCIETY
Product/Service: MS SOCIETY
Agency: TBWA\TEQUILA
Type Of Ad: Newspaper and Magazine
Date of First Appearance: Oct 8 2010
Entrant Company: TBWA\TEQUILA, Auckland, NEW ZEALAND
Executive Creative Director: Andy Blood
Illustrator: Lauren Marriott
Account Manager: Jenny Mcmillan
Other Credits: Creatives: Amy Thexton/Jessica Neale

English Translation of Main Headlines
MS is a widely misunderstood neurological disorder that causes scars to form on the brain, blocking the messages to and from the rest of the body. Because anyone can have MS, and it’s often diagnosed in young women, we had a younger target age than the MS society usually approaches;18 - 65+.
When your body and brain can’t communicate, it may seem like they’re working against each other. The campaign represents this inner battle – cat vs dog, hunter vs game; and uses detailed hand-drawn sketches of contrasting elements in one human body to highlight this inner struggle.