Outstanding Integrated Ad Campaign

Medicis is a leading pharmaceutical corporation focusing primarily on the treatment of dermatological and aesthetic conditions and is dedicated to helping patients attain a healthy appearance and self-image. Yet many patients in the US and abroad do not have access to dermatologists or plastic surgeons who can heal debilitating skin conditions. Medicis sought to bridge that gap by creating Passion to Heal, a program that connects medical professionals in these fields with pre-qualified non-profits, both here and abroad.

Heartbeat's challenge was to create a complete brand image for Passion to Heal that would simultaneously inspire doctors to take action and reassure them that their time would be well spent. Passion to Heal needed to be passionate and inspiring, sincere and authentic, an efficient organizer and a demonstrated leader.

After a complete research and brand exploration process, Heartbeat created a unified brand voice for Passion to Heal, including logo, brand guidelines and editorial directives. Across print and online, the Passion to Heal brand employs powerful imagery of doctors making a difference and the faces of patients who so desperately need their care.

An 8-page brochure creates awareness for the program, inspires participation and introduces the program's companion website where further information is available. The website's clear structure and elegant design makes it easy for time-pressed medical professionals to quickly get the information they need and to sign up to participate with the volunteer opportunity that is right for them.

Together, the integrated design of the Passion to Heal marketing program dramatizes the need for dermatological and surgical care and reinforces Medicis' partnership with the medical community to make a powerful and lasting difference.

Contributors:

CEO:	Jonah Shacknai
Senior Vice President, Marketing :	Justin Smith
Creative Director :	David Morgan
Communications Manager, Community Impact Programs:	Lily Phillips
Account Supervisor:	Gretchen Murcott
SVP, Executive Creative Director:	James Talerico
Creative Director :	Grace Magarelli
Associate Director, Production:	Cristina Torres
Art Director & Designer:	Kris LoCascio & Jordyn Swingler
Web Developer:	Carlin Canales

HEARTBEAT WEST

Location: US

About the Agency:

In this radically transforming marketing landscape, Heartbeat is the Consumer & HCP AOR leader that specializes in helping brands overcome the odds and exceed their goals by outsmarting, outworking, and outperforming the competition. The digitally-native, full-service agency dissects a brand’s unique competitive challenges and delivers a smarter approach by leveraging unexpected strategies, daring creative, innovative solutions, faster processes, and a scrappy mentality. Heartbeat is proud to have partnered with world-class organizations like Genentech, Galderma, Novartis, Pfizer, and UNICEF. California-based sister agency, Heartbeat West, brings that same fighting spirit and world-class strategic and creative skills to healthcare clients on the West Coast. Managed by sun-seeking refugees from Heartbeat Ideas’ New York base, Heartbeat West offers clients the energy and uncompromising attitude of a “New York agency,” only with palm trees and better Mexican food. Heartbeat Ideas and Heartbeat West are members of Publicis Health.