Brand Campaign 2021
Action Medical
For Action Medical’s “Brand Campaign 2021”, DASH wanted to focus on separating Action Medical from the numerous other brands that sell medical hygiene products such as face masks, gloves, bedsheets, protective clothing and more. The vision for this advertising brand campaign was to enable viewers to find the beauty and value in products that are generally not considered conventionally compelling and which aren’t associated with a bespoke brand personality.
sector
medical
work
creative direction / art direction / key visual / headline creative / video production and editing / motion graphic / photography / copywriting / packaging design
Action Medical
Brand Campaign 2021
For Action Medical’s “Brand Campaign 2021”, DASH wanted to focus on separating Action Medical from the numerous other brands that sell medical hygiene products such as face masks, gloves, bedsheets, protective clothing and more. The vision for this advertising brand campaign was to enable viewers to find the beauty and value in products that are generally not considered conventionally compelling and which aren’t associated with a bespoke brand personality.
sector
medical
work
creative direction / art direction / key visual / headline creative / video production and editing / motion graphic / photography / copywriting / packaging design
CHALLENGE.
Creating advertising videos for medical protective products, that make an impact on both institutional customers and the final beneficiaries (patients), can be challenging. For one, there is a society-wide psychological aversion to acknowledging medical hygiene products and medical protective clothing. For another, these products are often viewed generically by medical staff, with brand names and identifiers taking a step back. This can make differentiating between brands that much harder during purchase, resulting in loss of customers and client patronage for the company.
DESIGN AND CONCEPT.
The creative vision that DASH had planned for the Action Medical “Brand Campaign 2021”, was to re-introduce Action Medical as a recognizable brand, superior to competitors, due to its dedication to quality, hygiene and perfection.
The first advertising video features a photographer who is committed towards getting the perfect shot. His focus isn’t solely on choosing the right backdrop for his photographs, but to work assiduously until the post-photography editing is absolutely perfect. He is shown wearing a face mask that looks strong, durable and formal – perfect for the consummate professional. Irrespective of the level of activity and environments the photographer exposes the face mask to, the mask remains in good condition, keeping him safe from pathogens and pollutants alike.
The second advertising video features an athlete in Hong Kong, who is training for his next event. The athlete – due to the nature of his work – must practice in different places and terrains. The face mask by Action Medical is his constant and trusted companion. It allows him to breathe freely as he practices, not impacting the quality of his training, while also keeping him healthy and safe.
The third advertising video features a nurse working in a hospital and amidst patients seeking treatment. She is a front-line warrior, facing-off against the threat of the Coronavirus, keeping people safe with her constant monitoring and care. Her exposure to dangerous pathogens is high. But protecting her and protecting her patients, is the well-constructed and safe mask by Action Medical. The durability and construction of the mask empower the nurse to work for hours at a stretch, feeling fresh and charged throughout.
Each video ends with a video frame of the company’s manufacturing operation, showing a sterile and mechanized mask manufacturing unit. The commendable degree of hygiene and efficiency, with very limited human interaction, proves just how safe Action Medical’s products really are.
Another key concept that stands out here is how all three of the featured individuals – photographer. athlete and nurse – champion the same ethos as Action Medical. No matter what the circumstances, they show up to work each day, and give it their 100% effort. Action Medical is committed to helping people live the most empowered lives, and so too are the three individuals, who help their respective clients, government and patients respectively. When it comes to who can be trusted, its these three people – and Action Medical products.
The use of the human-interest angle in the three videos, reflects the real use case of the Action Medical face mask in various industries. The addition of the behind-the-scenes manufacturing video adds further credence to the high quality and safety standards, coupled by the company’s pursuance of perfection, with every product they make.
CHALLENGE.
Creating advertising videos for medical protective products, that make an impact on both institutional customers and the final beneficiaries (patients), can be challenging. For one, there is a society-wide psychological aversion to acknowledging medical hygiene products and medical protective clothing. For another, these products are often viewed generically by medical staff, with brand names and identifiers taking a step back. This can make differentiating between brands that much harder during purchase, resulting in loss of customers and client patronage for the company.
DESIGN AND CONCEPT.
The creative vision that DASH had planned for the Action Medical “Brand Campaign 2021”, was to re-introduce Action Medical as a recognizable brand, superior to competitors, due to its dedication to quality, hygiene and perfection.
The first advertising video features a photographer who is committed towards getting the perfect shot. His focus isn’t solely on choosing the right backdrop for his photographs, but to work assiduously until the post-photography editing is absolutely perfect. He is shown wearing a face mask that looks strong, durable and formal – perfect for the consummate professional. Irrespective of the level of activity and environments the photographer exposes the face mask to, the mask remains in good condition, keeping him safe from pathogens and pollutants alike.
The second advertising video features an athlete in Hong Kong, who is training for his next event. The athlete – due to the nature of his work – must practice in different places and terrains. The face mask by Action Medical is his constant and trusted companion. It allows him to breathe freely as he practices, not impacting the quality of his training, while also keeping him healthy and safe.
The third advertising video features a nurse working in a hospital and amidst patients seeking treatment. She is a front-line warrior, facing-off against the threat of the Coronavirus, keeping people safe with her constant monitoring and care. Her exposure to dangerous pathogens is high. But protecting her and protecting her patients, is the well-constructed and safe mask by Action Medical. The durability and construction of the mask empower the nurse to work for hours at a stretch, feeling fresh and charged throughout.
Each video ends with a video frame of the company’s manufacturing operation, showing a sterile and mechanized mask manufacturing unit. The commendable degree of hygiene and efficiency, with very limited human interaction, proves just how safe Action Medical’s products really are.
Another key concept that stands out here is how all three of the featured individuals – photographer. athlete and nurse – champion the same ethos as Action Medical. No matter what the circumstances, they show up to work each day, and give it their 100% effort. Action Medical is committed to helping people live the most empowered lives, and so too are the three individuals, who help their respective clients, government and patients respectively. When it comes to who can be trusted, its these three people – and Action Medical products.
The use of the human-interest angle in the three videos, reflects the real use case of the Action Medical face mask in various industries. The addition of the behind-the-scenes manufacturing video adds further credence to the high quality and safety standards, coupled by the company’s pursuance of perfection, with every product they make.
