Biomedical Research Campaign for Globe and Mail
Client: Western University
Responsibilities: Creative direction & graphic design
Insight
The Brand Marketing team at Western University has the strategic objective of building Western’s reputation as a research powerhouse on a national scale. The goal of this placement in the Globe and Mail (print and digital display) is to convey this message to Canadian business leaders, research funding agencies, donors, academics, and university administrators.
Solution
The story to be told is one of a 3D printed walker, developed at Western, that is bringing freedom of mobility to remote and low-income patients.
Using familiar tropes of tech advertising—a shiny, slick device illuminated on a dark background—we highlight a singular 3D printed walker. This juxtaposition of hi-fi tech design and the lo-fi construction of the walker creates an arresting dynamic tension that compels a read.
The tagline, “The forefront of innovation. Seriously.” is used to reinforce this tongue-in-cheek nod to the world of tech.