One small strip for Mankind. One giant leap for Wound Care.
A campaign for the 3M medical line, for Medtrade Pharmaceutical, its exclusive dealer: one idea to anchor the whole line, and a family of executions that lets each product say what it does.
Client
3M medical line, via Medtrade Pharmaceutical, exclusive dealer
Industry
Healthcare and medical · wound care, stethoscopes, hand hygiene
Services
Campaign strategy, key visuals, print, retail display
Goal
Give a range of clinical products one memorable voice, at the pharmacy counter and in the trade
The challenge.
3M Steristrip, Littmann stethoscopes, Avagard hand antisepsis, Microfoam and Micropore tapes: products with different uses, sold by the same dealer, in a category where advertising looks alike and stays clinical. The brief asked for one campaign that could carry the whole line and still let each product say what it does.
One idea for the line, one execution per product.
A small product with outsized consequences: that is the campaign's spine, and every piece descends from it.
- The hero A hand holds a single Steristrip against the moon: "One small strip for Mankind. One giant leap for Wound Care." Underneath: "No Stitches. No Surgery. No Infections."
- The "Because" series Because Duty calls, at work. Because you don't know what the Future hides, in your home. Because Kids are full of Life, on the go. Every situation in life, a Steristrip skin closure.
- Littmann "Healthcare with Style" and "Care.full of Sounds": the new 3M Littmann stethoscopes, exclusively from Medtrade Pharmaceuticals.
- The point of sale An Avagard counter display with its Save 42% offer, co-signed 3M and Medtrade, ready for the pharmacy.
The campaign.
The result.
One idea anchors the entire 3M medical line at its dealer, and each product keeps its own message: the skin closure, the stethoscope, the hand antisepsis. The dealer's name sits beside 3M on every piece, from the hero visual to the counter display, which gives a product campaign the presence of a brand.