WE NEVER STOP THINKING ABOUT YOUR HEALTH CARDS

TitleWE NEVER STOP THINKING ABOUT YOUR HEALTH CARDS
ClientMCCANN HEALTH
Product / ServiceMCCANN HEALTH
CategoryA06. Self Promotion
EntrantMcCANN HEALTH Sydney, AUSTRALIA
Entrant Company McCANN HEALTH Sydney, AUSTRALIA
Advertising Agency McCANN HEALTH Sydney, AUSTRALIA

Brief Explanation

Our aim was clear. To not just tell people we care, but to show them we care by helping them to improve their own health in this unique environment. More specifically we wanted to: 1. Create cards, that demonstrate we understand the potential health challenges of this party-hard, yet highly stimulating creative, learning environment. 2. Involve all staff, from medical writers to creatives to brainstorm the most fun and educational ways to demonstrate "We never stop thinking about your health." 3. Stand out to a "hard-to-impress" audience.

The Brief

Our global creative director set out to make a huge impression in a highly creative, party-hard, work-hard industry environment. As part of the noise McCann Health were making, he wanted us to adapt our business cards to demonstrate even in this environment - where health can be challenged - that our mantra still stands, ie "We never stop thinking about your health." Furthermore, our brief was to create cards that were equal parts fun and educational and showcased our health knowledge.

How the final design was conceived

With the party vibe of the environment, the danger of too much alcohol, hangovers, sleep deprivation, concentrating in lectures etc, we had some rich territory to work in. We created a series of 19 interactive cards, designed to keep delegates healthy. All offer a level of interactivity with various health checks, tasks and exercises, all designed for improved health outcomes. Physical exercises, hangover avoidance tips, pH testing - these topics and many more were explored to reiterate the point 'We never stop thinking about your health.' The cards were given away in a pill shaped container with other health-centric items.

Indication of how successful the outcome was in the market

Specially branded tuk tuks toured the promendade, with drivers giving away giant pills containing the cards. Feedback is this made a great impression on delegates -"smart, funny and fun" were the words most commonly used to describe them. Undoubtedly, the "Staying healthy business cards" received fantastic word-of-mouth feedback. Along with the cards, a healthy blog, twitters, and a series of global initiative lunches all helped to raise the McCann Health profile. 600+ press stories were posted globally, highlighting McCann Health - and our health mantra.

Credits

Name Company Position
Jordan Flemming Mccann Health/Sydney Creative
Petra Symond Mccann Health Sydney Designer
Thomas Dirnberger Mccann Health Sydney Snr Art Director
Bob Johnson Mccann Health Sydney Art Director
Kate Chisnall Mccann Health Sydney Snr Art Director
June Laffey Mccann Health/Sydney Executive Creative Director