Title | PATIENT FOCUS |
Brand | MERCK |
Product/Service | MERCK IN MS |
Category |
C01. Corporate Image & Communication |
Entrant
|
McCANN HEALTH London, UNITED KINGDOM
|
Idea Creation
|
McCANN HEALTH London, UNITED KINGDOM
|
Production
|
WYATT CLARKE & JONES London, UNITED KINGDOM
|
Credits
Adrian Parr |
McCann Health London |
Executive Creative Director |
Gianpaolo Palombella |
McCann Health London |
Creative Director |
Libby Middlehurst |
McCann Health London |
Associate Creative Director |
Cem Hasimi |
McCann Health |
Senior Art Director |
Yi Du |
McCann Health |
Junior Designer |
Rupert Doggett |
McCann Health |
Business Director |
Gabi Cutayar |
McCann Health |
Business Director |
Tracey Evans |
McCann Health |
Agency Producer |
Andy Lo Po |
Wyatt Clarke and Jones |
Photographer |
Tell the jury about the art direction.
Multiple Sclerosis (MS) is a lifelong, neurological condition, for which there is no cure, yet there is still a lot of uncertainty around the condition. Merck is committed to helping patients, by working hard to understand MS from the inside out.
Our print campaign uses the art direction to illustrate what MS inside out means; the headline cuts through the uncertainty (represented by the frosted glass), allowing us a clear window in, so we can see the patient in sharp focus. As her gaze meets the camera, her expression is proud, commanding respect; she demands to be seen and is deserving of our attention.
Using the headline as the window, demanded considered typography and careful placement, to achieve the perfect balance between the two layers. We lit the subject with bold and contrasting colours, from the vibrant Merck palette, to ensure the portrait has real standout.