B R AND IM PA C T AWA R DS 2 01 7
OCTOBER 2017
ALVOGEN WINNER: PHARMACEUTICALS & TOILETRIES; SHORTLISTED: BEST OF SHOW by Kontor Reykjavík www.kontorreykjavik.is In Iceland, heavy restrictions on advertising medications, such as strict laws on the text allowed in a campaign, make it a challenge to market a new medicine. With this in mind, Kontor Reykjavík decided to focus on imagery for its campaign for Alvogen – a global, privately owned pharmaceutical company – with a clear focus on being dependable, fun and energetic. It employed Noma Bar’s simple and bold illustrations to represent what each medicine is for, showing that sometimes, words aren’t necessary.
HARNESS IMAGERY “The rules of pharmaceutical advertising are very restrictive, so you can’t really say what the medicine does. One solution is to let the imagery say everything. That way, your audience will think about your ad and get that ‘aha!’ moment, which is more sticky and memorable.” SIGRÚN GYLFADÓT TIR AND ALE X JONSSON C R E AT I V E D I R E C T O R S , K O N T O R R E Y K J AV Í K