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Creative Award
Paris, France
Medical laboratory Esculab - "Visual 2" by PHNX Awards 2024

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TitleVisual 2
Agency
Campaign TAKE A LOOK INSIDE YOURSELF
Advertiser Esculab
Brand Medical laboratory Esculab
Date of First Broadcast/Publication 2023 / 10
Business Sector Hospitals, Healthcare facilities & Medical Services
Story For Esculab, a medical laboratory undergoing rebranding, the challenge was not only to communicate the significance of medical analyses but also to reframe their image in the minds of their audience. Our task was monumental: to usher Esculab into a new era with a refreshed brand identity narrative that underscores the importance of medical tests in a unique manner. The campaign we crafted, "Take a Look Inside Yourself," did just that, leveraging innovative execution strategies that pushed the boundaries of traditional marketing within the healthcare sector. The heart of our campaign's innovation lies in its execution, which combines interactive digital experiences and personalized content. Here's how we broke the mold: "Why? For what reason? Why did I spit in her bag? Is it me, am I such a person? Or are my hormones acting up?" – says one of the campaign's videos. The innovation of this campaign extends beyond its marketing tactics; it redefines how a medical laboratory presents itself to the public. By shifting the focus from the clinical aspect of medical testing to the journey of self-discovery and empowerment, Esculab's rebranding resonates with a wider audience. Campaign, asking: what really influences our lives more? Stars or cortisol? Taro or TSH? Affirmations or anemia? Grandpa's edgy character or imbalance of hormones? Knowing for sure is always better than hanging in uncertainty, ain't it? Which, kinda, makes medical analyses a great tool for self-exploration and self-acceptance. That's why from now on Esculab will always be there to help you take a look inside yourself.
Media Type Outdoor/Out of Home
Creative director Ilia Anufrienko
Head of strategy Sergii Lizunov
Strategist Mariia Kochurenko
Senior copywriter Seva Medvedev
Middle copywriter Vlad Minchev
Art director Oleksandra Spasova
Senior project manager Hanna Oryshchenko
Graphic/Motion Designer Elizabeth Bilohub
Head of PR Anastasiia Polska
PR manager Viktoriia Ivanishina