How do you make a complex idea visually striking and simple to understand? We found a way.
Mundipharma Oncology had a new agent to treat certain types of cancer. It needed a powerful visual identity tied to a strong brand message that could be used across multiple materials and rolled out across Europe.
We wanted to stand out amongst the stock-photo driven, data-heavy norm in pharma advertising at the time. Our simple yet striking use of the Newton’s Cradle concept, and the ball/cell exploding to show the drug’s effect on cancer cells, did just that and could also be extrapolated across multiple platforms and media. It also cleverly sidestepped language and cultural barriers with its universal imagery.