Advertising students send doctors packing

The brief, as issued by the client, instructed would-be art directors, copywriters and marketers to take the existing campaign for this newly-launched product to the next level without compromising the current look and feel of the brand. The concepts were then presented to the marketing manager, as well as the Multibionta product manager, of Merck Pharmaceuticals.

According to Multibionta product manager Sandy Lautenbach, the student presentations were outstanding.

Among those that leapt out was a computer-generated facial outline in the process of being completed by pixels attaching themselves to the framework. The result? A faceless outline transforming into an exquisite visage. With its technological focus, its promise of upgrading oneself, as well as its successful extension of the existing advertising campaign, the judges deemed the creators of this concept the winners.

Remarks Lautenbach: "This team was the most effective in demonstrating forward-thinking in their approach to the overall campaign. The core concept positioned the product as advanced in its health benefits, which is exactly where we want it to be."

Says Merck Pharmaceuticals marketing manager, Alyson Davies: "The creative concepts that emerged from this project were refreshing and very insightful. It certainly is a very good sign for the industry that we were able to learn something new about our product from this group of budding young ad execs. We can only hope that this is just a taste of what's to come as the careers of these students flourish."

Concludes AAA School of Advertising faculty head Michele Venter Davis: "It was an excellent opportunity for our third-year students to be exposed to a consumer brand that is supported by a well-known global pharmaceutical company. The feedback provided by Merck Pharmaceuticals was constructive and I am positive that this experience will leave a lasting impression on the students as they prepare for the future that lies ahead of them.