Making a Message Clear
Project;
Print Advertising Campaign
Responsibilities:
Concept Development, Art Direction, Graphic Design, Marketing Collateral, Campaign Execution
The Bottom Line:
I conceived a ZEISS glaucoma ad with its headline printed in actual Braille. Leadership at the agency pushed back before it reached the client. The client ran it, readers reacted strongly, and the conversations it started turned into sales.
"that moment of not being able to read became the idea"
Case Study:
My concept was a B2B magazine insert with its headline printed in actual Braille. Sighted readers couldn’t read the most important line on the page. Paired with the message “Detect glaucoma before it’s too late,” that moment of not being able to read became the idea. The ad made the importance of vision felt, not explained.
The concept met internal resistance before it reached the client. ZEISS had been a client for only about a year, so the risk was real. With the support of my VP and Creative Director, I championed the idea and presented it directly. The client embraced it, and the campaign grew beyond the magazine insert into direct mail and additional materials.
It ran in leading medical publications and drew strong reactions. Some surgeons and hospital administrators loved the cleverness. Others found it uncomfortable. Either way, they responded. Readers called product managers and the sales force directly to talk about it.
The result:
The reaction was mixed. The sales were not. I don’t have the numbers, but ZEISS marketing called to tell us the sales force was happy. The ad started conversations, and those conversations turned into sales.
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