Winner: Silver Rx Award

Tramal Campaign

Tramal (Tramadol) was a brand that had been available Internationally for more than 20 years at the time of this campaign. The market was used to the predictable images associated with the brand. So, large double-page spreads with powerful images that demonstrated and dramatised musculoskeletal pain were designed to breathe new life into the brand and to standout and get attention. The headline – 'Pain is inevitable, suffering is optional' highlighted the efficacy of Tramal, while the positioning line 'Responsible Pain Control" underlined the safety aspect of Tramal compared to morphine in the treatment of post-operative pain.

The story of Sisyphus (a hero from Greek mythology) was brought to life for the launch of Tramal-SR into the Australian market. Sisyphus was condemned to an eternity of hard labour by being made to roll a great boulder to the top of a mountain. Every time he reached the summit the boulder would roll down to the bottom meaning he had to begin the task again.

The story fitted perfectly with the slow-release aspect of Tramal-SR which helped those patients requiring persistent pain management.

Tramal Pain Pathways Poster

Winner: Rx Award of Excellence

The original 1747 lithograph by Bernhard Siegfried Albinus used in the creation of this poster was sourced and approved for reproduction from the New York Academy of Medicine Library. The two smaller inset images detailing a nerve cross section and a spinal chord frontal view were illustrated to perfectly match the original Albinus style. Printed on archival quality paper in limited edition, this poster was a brand reminder, highly sought after by medical practitioners.