Agency: MacLaren Lintas | Authors: D Gibbs, R Fife, M Swithenbank, J Chalifour, S Lemm, R Desautels, D Adams and C Brie |
Heart and Stroke 'Obituary' Campaign
INTRODUCTION
Think of a brand category in which there are hundreds of competitors, each one going after the same target audience and in which new competitors are edging into the market each year.
All the products are making essentially the same claims forattention. Moreover, despite the fierce competition, you cannot say anything against your competitors, for they are all worthy. What do you have to sell? For sure, it's nothing glamorous....