Title | MOTHER & BABY |
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 photography. Do not name the photographer.
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 headline to cut through the uncertainty (represented by the frosted glass), allowing us to see the patient and her baby in sharp focus. To achieve this effect, the photographer shot each scene twice, both with and without the frosted glass. Once the images were layered, the headline was cut out digitally. This unusual technique required the positioning and lighting to be perfectly matched.
To create vivid and visually-arresting portraits, the subjects were dramatically lit and shot against a contrasting backdrop, using bold colours from the Merck palette. The spotlights had to be carefully considered and arranged, to ensure legibility of the headline.