Biomedical Research Campaign for Globe and Mail
Client: Western University
Responsibilities: Creative direction & graphic design
Insight
Western University’s Brand Marketing team is strategically focused on elevating the university’s national reputation as a research powerhouse. This placement in The Globe and Mail, across both print and digital platforms, is designed to deliver that message to key audiences: Canadian business leaders, research funding agencies, donors, academics, and university administrators.
Solution
This campaign showcases a 3D-printed walker developed at Western that’s expanding access to mobility for patients in remote and low-income communities.
Borrowing visual language from tech advertising — sleek, high-gloss product shots on dark, dramatic backdrops — we spotlight a single 3D-printed walker. The contrast between the slick, high-tech aesthetic and the walker’s humble, utilitarian design creates a striking tension that invites closer attention.
The tagline, “The forefront of innovation. Seriously.” delivers a tongue-in-cheek nod to the world of tech, reinforcing the campaign’s clever subversion of typical innovation narratives.