This Hospital San Jose Campaign Urges Individuals to Give Life
Amelia Roblin — June 12, 2011 — Marketing
References: ogilvy & adsoftheworld
It's difficult to demonstrate the process of organ donation in advertising without it becoming gruesome and upsetting, but this Hospital San Jose campaign aims to simplify a sad story with the use of basic illustration.
The pen first sketches the name Arnold in text, mounted on wheels as if this hypothetical character was driving. Following a straight trajectory amidst zigzags in the line that represent a heartbeat, the unfortunate accident victim finds himself slamming into a tree. The line, however, continues, passing through the logo for this particular medical institution. The zigzags are revived after patient Ronald receives aid from this generous benefactor. The Ogilvy advertising agency executed three more prints within this Hospital San Jose campaign, using the same technique of jumbling names to reveal characters afforded lengthened life by the gifts of organ donors.
The pen first sketches the name Arnold in text, mounted on wheels as if this hypothetical character was driving. Following a straight trajectory amidst zigzags in the line that represent a heartbeat, the unfortunate accident victim finds himself slamming into a tree. The line, however, continues, passing through the logo for this particular medical institution. The zigzags are revived after patient Ronald receives aid from this generous benefactor. The Ogilvy advertising agency executed three more prints within this Hospital San Jose campaign, using the same technique of jumbling names to reveal characters afforded lengthened life by the gifts of organ donors.
Trend Themes
1. Simplified Healthcare Ads - There is a market for healthcare ads that communicate complex medical information in a simple manner, through creative visualization techniques
2. Non-gory Organ Donation Ads - The success of the Hospital San Jose campaign indicates that there is scope to create ads about organ donation that are not gory, but still engaging and impactful.
3. Brand Campaigns with Multiple Prints - Campaigns that involve multiple prints/images can be successful in conveying a complex or nuanced message.
Industry Implications
1. Advertising - The success of the Hospital San Jose campaign provides an opportunity for skilled creative agencies to focus on creating impactful and innovative healthcare advertising.
2. Healthcare Industry - The use of basic illustration in healthcare advertising is an opportunity to bring fresh perspectives to the industry, and make complex medical information more accessible to the masses.
3. Organ Donation Organizations - Organ Donation organizations can utilize creative tactics similar to those used in the Hospital San Jose campaign, to encourage more people to sign up for organ donation programs.
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