MOTHER & BABY

TitleMOTHER & BABY
BrandMERCK
Product/ServiceMERCK 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
Name Company Position
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 closer look at the patient and her baby. This intimate portrait invites the viewer to see the woman as a mother, rather than just as a patient. 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.