Title | WE NEVER STOP THINKING |
Brand | McCANN WORLD GROUP |
Product / Service | McCANN HEALTH, SYDNEY |
Category | A06. Self Promotion |
Entrant | McCANN HEALTH Sydney, AUSTRALIA |
Entrant Company: | McCANN HEALTH Sydney, AUSTRALIA |
Design/Advertising Agency: | McCANN HEALTH Sydney, AUSTRALIA |
Name | Company | Position |
---|---|---|
June Laffey | McCann World Group Sydney | Ecd Mccann Health |
Tom Dirnberger | McCann World Group Sydney | Snr Art Director Mccann Health |
Kate Chisnall | McCann World Group Sydney | Art Director/Mccann Health |
Petra Symond | McCann World Group Sydney | Designer/Mccann Health |
Bob Johnson | McCann World Group Sydney | Digital Art Director |
The challenge was to do something creative and meaningful within the parameters of the new global branding. Our objective was to explore different ways we could impact on our target groups in a meaningful, creative, yet cost-effective way.
Our agency was the client. We challenged ourselves when we were undergoing a global rebranding to see how we could make the rebranding work for us, our IPG workplace colleagues and our business associates. More specifically we wanted all target groups to believe "we never stop thinking about your health."
When we looked at our target groups and the different environments we could impact them in, we realised we needed to break down our task into three areas. Business cards for our business contacts, screen savers for our staff, and location based stickers in our shared building for our IPG colleagues. Each medium had health checks, exercises or tips which were designed to positively impact on health outcomes. Together these communications would demonstrate "we never stop thinking about your health.
We implemented the campaign on the day of our launch of our new global branding. Each medium has proved hugely successful . Word of mouth feedback has only been positive, with respondents admitting to secretly and openly taking the different health challenges. The business cards have the added bonus of being a very memorable ice-breaker and talking point in new business presentations.