The simplest action can lead
to the most severe reaction.

Anaphylaxis is a life threatening allergic reaction. Even trace amounts
of common allergens such as peanuts, milk and fish can be fatal without
the immediate injection of epinephrine.

The campaign was developed during an agency charity event that revolved
around creatives helping organizations with their marketing problems with
communication solutions.

The creative team was briefed at the beginning of the day and tasked with
concept development to final execution within an unbroken 24 hour work
day. The idea started with the extreme action of injecting epinephrine with
the back story of everyday actions that can lead to a life and death reality.

A tearful reaction from client and members of the agency during the
creative presentation gave us an early sense that we may have found an
emotional way to connect the brand with the audience they needed
to reach.

Award Winner - ICE (Atlantic Canada)

Agency - Bristol Group

 

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