OVERVIEW
PureWick™, a Urinary Incontinence technology brand, requested help in becoming more meaningful and accessible to women who have incontinence, their caretakers and physicians as well.
CHALLENGE
The PureWick™ System has three different audiences, each with it’s own role, needs and attitudes in reference to urinary incontinence. The question becomes, how could we create a common thread among them? While differentiating our product from the negative sea of sameness in health ads.
SOLUTION
An always positive and honest creative approach ditching the traditional negative approach of the category, allowed us to invite incontinence audiences to a new and optimistic exploration and dialogue. A total brand relaunch impacted every single media touchpoint, including DRTV, search, display, geofencing, online video, website, print, packaging and even leave behind pamphlets.
MY ROLE IN THE TEAM
I participated in this project as an art director. We did the brainstorm with the team of copywiters and designers, and we started selecting all the component elements of the new campaign image, such as moodboards, key visuals, color palette, typography, image style, footage and designing the compositions.
AGENCY: M8-Dentsu
