Prescribing a Dose of Humor Directly to the Source
Satellite healthcare agency McCleery McCann found an opportunity to connect with potential clients and partners through a national annual trade directory. With extremely limited time, budget and print space the direction to create bold, copy driven messages was the ideal solution. Being a business to business dialogue, versus a business to consumer dialogue allowed for a more personal, shared approach to the copy. A little tongue-in-cheek allowed the voice to differentiate itself from the more conservative messages crowding this directory format.
paolo bugatto • creative 