Given that 3% of all newborns suffer from a cow’s milk allergy, pediatricians need to be made more aware of the symptoms in order to diagnose the condition as early as possible.
Cow’s milk allergy is the most common food allergy amongst babies. Nonetheless, it remains undiagnosed in nine out of ten children - some 18,000 infants every year, according to statistics. To remedy this situation, we designed an elaborate mailshot which was far too intriguing to ignore: through an aperture, the face of a baby could be seen, with different facial expressions, depending on the angle from which it was viewed...
The mailshot was sent out to pediatricians in Germany, Austria, and Switzerland, who turned their valued attention to the lenticular card. Depending on the angle from which the picture was viewed, the baby appeared to be either crying or laughing. The underlying idea is this: children who seem to have difficulties adapting often turn out on closer inspection to be allergic to cow’s milk.
“At first glance: difficulties adapting.
On second glance: cow’s milk allergy ...”
Integrated Amazon voucher card –
and dairy-free cookies for the team
The mailshot included a booklet containing more information on the symptoms of cow’s milk allergy as well as on “Neocate” - a special non-dairy food for babies and infants. Recipients were able to activate the attached Amazon voucher by watching a tutorial filmed specially for the campaign. More than 700 doctors in Germany alone responded. And the mailshot even included something for the surgery team – a packet of dairy-free biscuits.
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