Hemophilia is a hereditary genetic disorder that impairs the body's ability to control blood clotting and makes everyday life for a hemophiliac a serious ordeal. Even a small injury is potentially dangerous. But how do you make this come to life for those who aren't affected?
A print ad that uses the medium in a surprising way to communicate the message: Every reader has suffered a paper cut - without undue consequences. From the viewpoint of a hemophiliac, however, a normal magazine page is like a razor blade. The resolution comes on the reverse side of the ad: "For a hemophiliac this page is as dangerous as a razor blade."
Advertising Agency: Advico Y&R, Zurich, Switzerland
Copywriter: Patrick Bucher
Art Directors: Oliver Glutz von Blotzheim
Creative Directors: Martin Stulz, Dominik Oberwiler
Consultants: Pascal Trütsch, Jonathan Schipper
Photographer / Retouching: Felix Streuli
Media: Andrea Waldburger / Mediaxis