NOTICE

The file is temporarily not accessible. Please try later!

NOTICE

The current file is MB in size and your download remaining (MB) is not sufficient.

Your monthly download limit(150MB) will reset 12:01 a.m. GMT on the 1st of each month.

NOTICE

Considering bandwidth cost, WELOVEAD provides limited free download service.

Please notice the following before downloading the file.

Befor Download MB
File size MB
After download MB

NOTICE

Due to busy traffic of our server for this moment, please wait seconds before you are able to download again.

No Needles

basics
Industry: Retail & Distribution
Media:Cyber
Style: Minimalism
descriptioncnen
ScriptInEnglish
MVO: On October 11th, 2017, after returning from a package holiday in Thailand, @RYANANDSUZIEGLOBALTRAVELLERS wrote: Throwback to that time we met a dolphin in Koh Samui hashtag travel, hashtag wanderers, hashtag fearless explorers, hashtag intoxicated by travel, hashtag love, hashtag dolphin, hashtag animal lover, hashtag blowhole, hashtag love is everything, hashtag get your beach on, hashtag sand, hashtag couples that travel, hashtag pic of the day, hashtag beach bod, hashtag hotties, hashtag I love Ryan, hashtag I love Suzie, hashtag eternal, hashtag love our life together. The world is already full of pricks. So we made a glucose monitoring system for diabetics that doesn’t have any. The Dexcom G6. No needles. No pricks.
EntrySummary
In English, a ‘prick’ can mean making a hole with a sharp point – like when someone with diabetes uses a needle to test blood. It is also an insult. ‘Prick’ is something you call an obnoxious, unpleasant and annoying person. In the UK, where these ads ran, it’s a word with strong, divisive impact. In fact, it is banned by mainstream radio stations – which is why we found alternative outlets for our work: Spotify and digital radio stations.
BriefWithProjectedOutcomes
In the UK, health and wellness communications are governed by the ABPI/PMCPA, PAGB and MHRA with guidance provided by ASA. Medical devices are also covered by the Medical Device Regulation (EU) 2017/745.
BriefExplanation
People with diabetes have to regularly check their blood by pricking their finger with a needle thousands of times every year. They hate it. But with the Dexcom G6, those days are over. It monitors blood without any needles at all. That means no more pricks. Our ads highlight this massively important product feature by focusing on the fact that in English, there are two types of annoying prick. A very British voice tells us that because there are so many of one type, we made a diabetes monitoring system without the other type.
Audience
Diabetics use needles around 12 times each day to check their blood. That’s more than 4,000 times a year. The Dexcom G6 uses no needles at all to monitor blood. So it is undoubtedly life-changing. Because our creative focuses on that one key benefit, we believe it is life-changing too.
credit
Brand:
Agency:
Production Company:
awards
Cannes Lions International Festival of Creativity 2018
Gold Radio and Audio
Sectors > Healthcare
Cannes Lions International Festival of Creativity 2018
Silver Health & Wellness
OTC Products / Devices
Cannes Lions International Festival of Creativity 2018
Bronze Radio and Audio
Casting & Performance
Cannes Lions International Festival of Creativity 2018
Shortlist Health & Wellness
OTC Products / Devices
Latest Updated
Loading...
Sponsor