Show some skin

No this is no Victoria's Secret ad. It's not even Dorito's-level of blatant "sex sells" stuff. But you gotta admit that a belly button in a Pharma brochure is uncommon and attention-getting.

I used to show all the other ideas that we came up with for this brand. As if there were better and the client made the wrong choice. But looking back now, I see that simple is better and am glad they picked this one. So don't ask, I deleted them. In hindsight, I might have written less copy, but there were so many facts to support this story and the docs had Transderm-Scop pigeon-holed as "that drug for cruise ships." This helped break that mold.

This campaign was the intellectual property of Vox Medica and Baxter Pharmaceuticals.