The Campaign

Most people know that whooping cough is dangerous for babies and young children. But not many adults realise that they can catch it too. Targeting Australian adults, this intricately illustrated campaign aimed to raise awareness of the devastating impact that whooping cough can have on adults with the goal of starting a GP/patient conversation that would lead to a prescription for Adacel, a vaccine produced by our client Sanofi Pasteur. Each poster appeared in GP waiting rooms, a place where most of us desperately look for something to help pass the time. The enormous detail within each illustration was designed to draw the viewer in, then reveal more and more the longer you looked.

Creative Execution

Three posters were intricately and specifically designed and illustrated. The enormous detail within each illustration initially drew the viewer towards it, then revealed more and more the longer you looked. Each poster appeared in GP waiting rooms, a place where most of us desperately look for something to help pass the time. The aim was to produce a poster that would engage for minutes not seconds. Before producing the illustrations, an email was sent around to ad agency staff, outlining the idea and inviting them to suggest interesting scenarios that could be depicted within the scene. The best were added to the creative team’s list of ideas and shared with the illustrator. He in turn incorporated his own ideas, had them approved and then produced a rough pencil drawing before adding colour. Each illustration grew and evolved over months, each one promising an entertaining adventure, while communicating one single-minded thought.

Indication of how successful the outcome was in the market

Results have not yet been supplied by our client