Imagination at work

GE has a standardized concept template, but that doesn't mean we can't come up with a number of different ways to stand out within the grid.

In this case, we were tasked with showcasing a triangle of benefits in their unique imaging agent Visipaque. It was a pitch exercise so we wanted to put our creativity on display. Each concept did that in it's own way.

1) The triangle simply epitomizes the core benefit of harmony delivered when you bring these 3 benefits together.

2) Who let the sharks out? Attacks the creative challenge by demonstrating the problems and risk associated with using competitive agents.

3) Picture this breaks the visual mold by going full bleed and still gets to show the shiny happy patient that clients so dearly love.

4) Life preserver is another simple but clever metaphor that was eye-catching in it's triangular shape. Very benefit-oriented and it won us the business.

5) All angles is a copy driven ad that checks the literal visual box. Sometime customers need to see things in their own world. Then its up to the writer to make it creative.

These concepts were the intellectual property of the Hal Lewis Group and GE Healthcare.