Chicago Agency Caps 27 Years of Advertising Awards with 'Blue Ladies,' a Masterpiece of a Consumer Campaign to Promote Knee Replacements for Women
CHICAGO, May 6 /PRNewswire/ -- AbelsonTaylor, long known for its unorthodox-and highly creative-approach to healthcare advertising campaigns, scored top honors in the medical device category at the DTC National Advertising Awards on April 17. The awards ceremony was part of the DTC National Conference in Washington, D.C., and was attended by members of the pharmaceutical industry.
The winning campaign-described as a "masterpiece" in more ways than one -- was AbelsonTaylor's whimsical take on the Gender Solutions Knee replacement for Zimmer Holdings (NYSE: ZMH), the world's leading manufacturer of orthopedic devices. The fully integrated campaign -- which includes a website (genderknee.com), print, TV, radio, brochures, billboards, posters and more -- is designed to educate women age 50 to 70 about knee health and the importance of choosing the right device if replacement becomes necessary.
To create the campaign, AbelsonTaylor turned to New Yorker cartoonist R.O. Blechman, whose distinctive watercolors have graced the covers of the magazine for years. In the TV spot, two women roam around a museum, inspecting the limbs of statues, until they come to a masterpiece -- the Zimmer Gender Knee. The ladies are inspired and amazed at the difference this knee can make for women.
"The message is that not all knee replacements are the same," said Dale
Taylor, CEO of AbelsonTaylor. "The Gender Knee, with its unique shape and
size, is not unlike a work of art, making an art gallery the perfect
setting for the marketing campaign. We want consumers to see that a medical
device is no
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