Advertise the fertility clinic in a different way. Usually the fertility/IVF industry advertise in a patronising way. The client didn’t want the usually cute babies in arms. They felt their client was more sophisticated and their brand and advertising should appeal to that kind of customer. What a challenge!
We created a campaign that had a positive feel. We didn’t want the consumer to feel like they had made bad choices or had regrets, they were just embarking on their next adventure. So the concept of writing your next chapter was born. The imagery created was a little quirky to draw the view in and create interest. A ‘out-of-home’ and radio campaign were used to get the message out.