Bryce Groves, Creative Director, reflects on a project he delivered while working with us at essence earlier this year.
This brief was one of those tricky balancing acts. Ironically for a digital product, it was a completely analogue piece of creative – but one that became a lovely opportunity to do some good old-fashioned print craft.
Global pharmaceutical company Novartis has created Living Like You, a website designed to support people with Multiple Sclerosis. After a successful little magazine-ad campaign for their MS product, our local client was keen to promote the site to New Zealand patients so they could make the most of this great overseas-based resource. However with tighter local budgets and infrastructure for digital, the value of an experienced agency really comes into play.
The site itself has a variety of functionality and features, so the first challenge was how to convey all of them in a paper-based execution. The solution was classic advertising simplicity – just don’t! We zeroed in on a single aspect of the offering – the best way to drive a clear conceptual route.
Or to put it another way, stop stressing about how to say everything, and concentrate on saying one thing well.
That one thing was the MS Life Hacks series – 365 tips, tricks and tools to help with the day-to-day challenge of the disease and make it that little bit easier. Some are quirky, some are obvious, but it’s simple, quick and engaging. Plus an easy way to gently push audiences to delve into the rest of the site’s content.