Sanofi Diagnostics Pasteur: BACK-TO-BACK MEDICAL FACTS

AGENCY: Case Foley Sackett, Minneapolis
ART DIRECTOR: Mike Heggernes
CLIENT: Sanofi Diagnostics Pasteur, Chaska, Minn.
The first campaign for Sanofi Diagnostics Pasteur is bound to break through the monotony of typically dry technical trade advertising. New agency of record Case Foley Sackett designed consecutive two-page spreads to announce the ACCESS Immunoassay System, which can screen for a wide variety of diseases (AIDS, allergies, cancer, viruses) with one test.
The first spread features everyday items, such as a toy and kitchen mixer, to talk about product benefits in an easy-to-understand fashion under the headline, ‘You might be surprised to learn what we engineered into our system.’ The second spread delivers the technical details in a straight-forward way starting with the headline, ‘To make a system this simple is incredibly complex.’ The campaign broke this month in trade journals.
Copyright Adweek L.P. (1993)