ADVERTISING WON’T SAVE LIVES.

BUT A PENCIL MIGHT CHANGE YOURS.

“Relax, it’s only advertising—not curing cancer.” “Remember, we’re not saving lives here.” “It’s only f****ing advertising.”

If you’ve worked in an agency, you’ve heard these adages on more than one occasion.
And after watching herculean medical workers actually saving lives, borrowing this sentiment felt like an appropriate way to promote the One Show’s entry deadlines.

No matter how crazy our work may seem, no one’s life is actually on the line. But winning a Pencil could still feel like a life-changing moment.

sometimes we make our work sound like a medical drama. so we made one.

we created a series of trailers for “medicine avenue”

each one promoted a new entry deadline.

and like every great medical drama, we made posters, too.