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New England
Journal of Medicine
Client: New England Journal of
Medicine
Product: The world’s most
respected medical journal
Creative insight: Despite
frustrations with managed care
and lower incomes, in their
hearts, physicians and NEJM’s
publishers share the same
values – care, compassion,
commitment, dedication,
humanity.
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Travelgold
Client: TravelGold
Product: Health insurance for
Canadians when they travel
Creative insight: The product is
sold on fear, but fear repels
consumers.
Solution: Make fear fun!
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Authentica
Client: Authentica
Product: Software that lets you
control e-mail even after you’ve
sent it
Creative insight: Everyone has
made a mistake with e-mail.
Sync into that experience, but
with humor.
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LLBean
Client: LL Bean
Product: Casual apparel and sporting
goods
Creative insight: Bean buyers
celebrate a non-competitive
outdoor ethic, even if buying polo
shirts. The outdoors is in them.
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Scudder 403b
Client: Scudder
Product: 403B plans (401K for non-profits)
Creative insight: Target audience doesn’t understand retirement planning, but wants to be treated with sophistication and respect.
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Moser
Client: Thos. Moser Cabinetmakers
Product: High-end furniture
Creative insight: Consumers
purchase Moser furniture for more
than the excellence of the product
– they respond to the ethic of
hand-crafted quality and
workmanship. These ads appeal to
that emotional connection.
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