01 PROJECT OVERVIEW

Category/Industry: Pharmaceutical & healthcare
Services: Communication concept, Visual identity
Year: 2023–2024

02 Challenge

Pfizer had recently conducted an extensive study on gastrointestinal disease. They wanted to share the study and its results with the field, but knew doctors are bombarded with messages from every direction. How can the study get the attention it deserves?

03 STRATEGY

We made use of the limited materials we were allowed to see, as the study results were strictly confidential. However, we knew that this was the largest study in its field ever conducted in Finland, that communication would be challenging, and that the target audience tends to respond well to humor.

04 Creative solution

The “Oi maamme suoli” concept and key message were inspired by the Finnish national anthem. Our humorous take stirs up interest without making light of the actual study or its subjects. All of our communications were built on this idea.

05 IMPLEMENTATION

Inspired by the key message, we created the intestine illustration in the shape of our nation. We also used footage from our archives to add winding rivers and streams to reflect aspects of national identity and pride.

06 IMPACT

The concept received rave reviews at Pfizer and is being used to reach doctors as we speak.

Team

Project Lead & Account Manager: Tarja Väyrynen
Art Director & Designer: Toni Rantanen
Creative Director: Miikka Niemi
Creative: Joni Pekkala, Venla Valmu
Copywriter: Olli Oilinki
Editor: Toni Kauppila