The campaign global toolbox included detail aids for nurses, direct mails for users, emails, print ads, banner ads and sales tools for teams around the world. The umbrella concept – “A curved fit for curved areas” – comes from the product’s unconventional, star-shaped baseplate and the fact that fitting a flat surface (or ostomy appliance) over a curved skin surface is problematic for users with outward body profiles. It’s a straightforward concept line for a product that solves an obvious and much needed problem.
Advance lead video concepting, direction, photography, production, copywriting, editing and sound engineering. Photography, quotes, and clips were used for other toolbox materials.
We know that having an ostomy appliance that fits correctly has a huge, positive impact on quality of life1. Understanding the challenges that people face when trying to fit a conventional product over a bulge, hernia or curve was important to share as part of the campaign, to create awareness of the underlying needs that led to this important innovation from Coloplast.