The initial situation
Chronic venous ulcers (CVU) that do not respond to conventional therapies pose a major challenge. With the first approved stromal cell therapy for CVU, RHEACELL now offers a new, innovative treatment option: In specialized clinics, the cell therapy is applied directly to the prepared wound as a single topical application as part of a surgical debridement. Thanks to its adaptive anti-inflammatory effect, it can promote both rapid and sustainable wound closure.
The challenge
The Insight
The creative twist
The key visual line plays with "The nature of wound healing". The three campaign motifs each combine a green area, a tree trunk and a patch of ice with a "gaping wound". In each motif, however, the affected area has already been closed by nature's natural healing process. The complementary headlines creatively build a linguistic bridge between the nature motifs shown and RHEACELL's new therapy.
The result
The result is an eye-catching visual presentation that is touching without being overwhelming. Therapy-resistant chronic wounds are not a pretty sight. However, this is exactly what a key visual is all about: captivating the viewer until they have grasped all the content. This is exactly what the new campaign achieves: open wounds are visually addressed without being explicitly shown. And interest in the revolutionary therapy is aroused!
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