• 4.25.16

    Roof Studio Makes Cancer Screening Comfortable

    We could all stand to take care of ourselves a little better. Prevention is the best treatment of any malady, but in the fight against diseases like colon cancer our best tool is early detection. Understanding the problem as early as possible is invaluable, something that Cologuard is acutely aware of which is why they created an early colon cancer screening system. What the company also understands is that checking for cancer can be a high anxiety-producing situation so they made sure their test can be done at home. They teamed up with Roof Studio to deliver this fresh point of view in their latest advertisement. Together, they introduced a cheery Cologuard mascot who talks us through the process and eases our tensions about something that we should all get more comfortable with.

    When it came to setting the scene, everything that Roof created was about making the most tender impression possible. From composition to color to tone, each choice was balanced to create a soft experience. “It welcomes the viewer and gently invites us in to get closer and closer to a topic that requires some intimacy,” explains Crystal Campbell of Roof Studio. “The character fits in this world with the same level of intimacy where color, attitude and design functions in great harmony to convey a relaxing time.” The test becoming its own character gives us an emissary and a partner to guide us through the process so it won’t stress us out. He reminds us that this is for our health and nothing to worry about. There’s no reason to be anxious – we hear it straight from the mouth of the test we’re taking.

    Traditionally, pharmacological ads are cold, clean, and precise. That aesthetic is useful for creating an idea of medical confidence but it’s not always relatable. For Roof, the joy of this project was about creating something new that we would understand and connect to on a visceral level. “For us, the most satisfying part of the project was the opportunity to create a non-traditional pharma world. Ours exhibits vibrant colors with confidence and invites the viewer to join in the story,” says Crystal. “We were able to find a nice balance between a more whimsical world and a practical world.” If we’re going to solve the anxiety around medical tests and start protecting ourselves from future problems with early detection, we have to get comfortable with these processes. Roof is helping bridge that gap to create a healthier world.

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