NEW YORK At the first One Show Rx competition on Thursday, Deutsch took home the most Pencils for its pharmaceutical advertising.
The competition was established by the One Club for Art & Copy in New York to honor creative excellence in professional and direct-to-consumer pharmaceutical advertising.
Deutsch won a total of nine awards. The New York-based agency won two gold Pencils for the Zoloft ad "Dot Depression," whose line drawing shows a character suffering from depression, and for the same client's DTC "Dot PTSD", "Dot Rain" and "Dot Cave" print ads. Deutsch also picked up a bronze and six silver Pencils for work for Pfizer brands Zelnorm IBS and Zoloft and Novartis' Zyrtec.
Merkley Newman Harty & Partners' MNH Healthworks in New York also won two gold Pencils. One was for a DTC TV campaign for Pfizer's Lipitor, showing people with similar backgrounds but different cholesterol levels. The other gold recognized an integrated branding campaign for Lipitor.
The Neiman Group in Harrisburg, Pa., received two golds in the DTC collateral category for its work on behalf of the Pennsylvania Department of Public Welfare's Special Pharmacy Benefits Program.
FCB Healthcare in New York won a gold for a DTC TV spot for Eli Lilly & Co. "No Remote" portrays the brain of a woman with attention deficit disorder as though it was picking up television signals, with no remote control to turn off the images.
The awards were presented during a ceremony Thursday at the One Club gallery in New York.