Queensland X-Ray first teamed up with Ravel to create an eye-catching campaign. Their goal was to stand out from their competitors by shaking off the straight-laced (and stock photo reliant) image that is prevalent throughout healthcare marketing.
The solution from the Ravel team breaks through the clutter of outdoor advertising with short, to-the-point headlines and amusing X-ray skeleton characters in a variety of poses to take advantage of their context/environment; bus shelter advertising and bus side and back advertising.
Inspired by the experience of getting an X-ray and wanting to detract from any apprehensions the audience might have about the experience (given they can often be invasive and time-consuming) the campaign creatives remind them how fascinating and intricate radiology images can be.
The campaign graphics were created in-house with 3D software (3DS Max), allowing the animation team to fit and pose the skeletons within the dimensions of the advertisement, and to create a completely unique and flexible campaign for our client.
The deliverables included graphic design for bus wraps, bus shelters, digital billboards, car wraps, other outdoor signage and advertising, letterbox drops and radio ads running across the Gold Coast region for 6 months.
Due to the success of the campaign Ravel has continued to work closely with Queensland X-Ray to create their in-house collateral, patient videos and animations, recruitment material, social media graphics, waiting room magazines and all material distributed within the practices.
Working in a very busy marketing team we’re constantly demanding high-quality, creative, unique work. Ravel not only provide this, they also offer a superior level of account management so we’re never left wondering where something is. I’d highly recommend getting Ravel to work on any of your creative, digital, video and marketing work.
Sarah Coffey – Marketing Manager – Queensland X-Ray