Winner: Silver Rx Award

Seretide, (also known as Advair in the US) received a new indication in Australia for the treatment COPD.

The Seretide brand had a long running campaign for the treatment of asthma using 'Puff' the purple dragon as a brand mascot but the brief was to steer clear of 'Puff' for the COPD campaign. The only mandatory was the use of the colour purple.

The Seretide Balloon Campaign depicted typical scenarios that may be a struggle for someone with COPD such as; walking the dog, fishing or just keeping up with the grand children — with the scenes created using purple balloons (representing 'more air'. Clever use of typography and subtle white backgrounds added to the stopping power and engaging nature of the imagery.

The campaign was launched with double page spreads and 6 page inserts in Australian medical journals and supported with various direct mail pieces (including one mailer with a purple dog lead giveaway) and sales aids.

The final crocodile image was to be for a communication around the subject of morbidity, but unfortunately was never used. 

The approach for this campaign was photographic path rather than 3d-rendered which added realism and charm. The shoot itself was quite an experience with a pair of incredibly talented and enthusiastic balloon artists.