Gold ADDY for St. Vincent's Medical Center
Tuesday, May 17, 2011 at 11:03AM
Rob & Damia recently won a gold ADDY at the Western Massachusetts Ad Club awards ceremony for Smaller Incision. Greater Precision.
Visually, we tried to avoid hospital advertising cliché (no clipboards. no stethoscopes) and drew some inspiration from hospitals that we felt were embracing progressive design approaches - specifically, The Cleveland Clinic and Mt. Sinai.
We focused on creating easily graspable metaphors that downplayed the complexity of the equipment: A tiny needle threading a enormous button; A tiny arrow piercing the bullseye of an enormous target; A tiny golfball falling into an enormous hole. A tiny diamond-cutter perfecting an enormous stone.
St. Vincent's was very pleased with the direction and was even contacted by their Da Vinci marketing representative who wanted to show it around to other hospitals. They felt it was “innovative and different from anything else that they have seen from other hospitals, and they would like to showcase [the campaign].”
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