The Voltaren Max ad campaign puts a new spin on arthritis by comparing the rigidity and pain most people suffering from the disorder feel to the immobility of classic plastic toy soldiers. Not only are the three models starring in the ads depicted as green, they are all fixed to the same base as the toy soldiers.
Conceived and executed by the Saatchi & Saatchi ad agency branch based in Warsaw, Poland, the Voltaren Max ad campaign was art directed by Piotr Chrobot with creative direction by Kamil Majewski. The images were illustrated and retouched by Adam Bartas, Zbynek Kysela, Martin Houra and Gravy, which were based off of the concept illustrator Michal Murawski's initial work. The Voltaren Max campaign encourages people to move.
Toy Soldier-Inspired Arthritic Ads
The Voltaren Max Campaign Focuses on the Joy of Movement
Trend Themes
1. Comparative Ads - Comparing a health condition to a toy soldier creates an opportunity for other health campaigns to use relatable, non-threatening imagery.
2. Positive Reinforcement Marketing - The Voltaren Max campaign's focus on the joy of movement creates an opportunity for other health campaigns to similarly focus on the positive outcomes of treatment.
3. Illustrative Ads - Illustrating the concept helps to create visually compelling ads that are memorable and shareable.
Industry Implications
1. Pharmaceuticals - The Voltaren Max campaign is an opportunity for pharmaceutical companies to create marketing campaigns that are aspirational rather than focusing on pain points.
2. Advertising - The Voltaren Max campaign's creative use of toy soldiers is an opportunity for other marketers to employ creative comparative tactics in health campaigns.
3. Illustration - The Voltaren Max campaign's use of illustration is an opportunity for illustrators to showcase their work in the advertising and healthcare industries.