The One Show
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Category
Print & Outdoor / Print - Campaign
Annual ID
OS_HW18067M
About the Work
Millions of Germans suffer from or are close to an addiction. Blue Cross helps these people. Yet, too few know about Blue Cross. Our solution: We employed an extraordinary copy-mechanics – Reverse Poems. Read top-down the Reverse Poems speak from the addict’s perspective. Yet, read bottom-up the same copy speaks from the cured addict’s perspective. The message: with Blue Cross you can turn your life from negative to positive. Like the Reverse Poems the accompanying illustrations showed both sides of the coin: addiction and recovery. The alcoholism motif alludes to the painting “The Fall of the Damned”. The compulsive gambling motif alludes to a deck of playing cards. The drug dependency motif alludes to capsules and to the hourglass which is often used as a memento mori in European Christian art.
2018 Awards
Total Points: 2
Merit
Credits
Agency
SERVICEPLAN GERMANY / Munich
SERVICEPLAN GROUP / Munich
SERVICEPLAN HEALTH & LIFE / Munich
Design Firm
Eat, Sleep + Design / Berlin
Media Company
MEDIAPLUS GERMANY / Munich
Art Director
Franziska Stroehle
Matthias Jester-Pfadt
Chief Creative Officer
Alexander Schill
Creative Director
Christoph Bohlender
Executive Creative Director
Matthias Harbeck
Till Hohmann
Sandra Loibl
Illustrator
Frank Graefe
Writer
Sebastian Wolf
Creative Team
Florian Trebus
Ricarda Jacob
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