The media buy for this campaign included a series of print ads, featuring four consecutive 1/3-page placements, along with a 1/2-page ad and an advertorial in a special research section. The strategy was to highlight the unique stories of individual research subjects in the first three ads, culminating in a final ad that illustrates the collective impact of this research. This narrative aligns with Western’s brand purpose brand purpose: advancing individual potential for collective impact.

The creative approach centers on bold, minimally retouched portraits of research subjects; a deliberate departure from the tech-driven imagery often associated with research. By stripping away distractions, the focus shifts entirely to the individuals, their expressions, and their stories. Dramatic lighting enhances depth and emotion, while a simple dark backdrop creates a sense of cohesion to our previously run research campaign creative. We set out to capture each subject in a moment of authenticity, fostering a deeper connection with the audience and emphasizing the human impact of research.