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Mona Lisa

Campaign
Agency Network: 
Published/Aired: 
January 2011

Description

Print advertisement created by Twiga, Ukraine for Consilium Medicum, within the category: Media.

Caption

What you see is what you know.

Advertising Agency: Twiga, Kiev, Ukraine
Copywriter: Slavik Fokin
Art Director: Slava Znamin
Illustrator: Tatiana Shevchenko
Graphic Designer: Marina Dyachenko
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CuriousPencil's picture

The latest science, brought to people's attention using classical portraiture, hmm; tricky one this: I get that it's showing that readers of the journal will become eagle-eyed in all instances and aspects of their lives. And I'm willing to give wiggle room to the possibility of lost-in-translation for the 'What you see is what you know' tagline.

But from the text of the website* it isn't clear whether it's an image-centred publication SO... for me the best way to make this work is to scrap the handsome cliche and talk directly to the audience: "Our readers learn things that save lives" or "What you see is what you know: our readers know more" or along those lines, BUT it somehow needs connecting to the artistry. Otherwise the use of the paintings is pointless: there is no link between the medicine of today and the historical periods of the artists and models, and that's a real wasted opportunity.

*Google's translation of the website http://www.consilium-medicum.com/siteindex/ :

"To your attention the full-text online versions of several leading medical periodicals in Russia.

All presented on the website edition includes the work of leading clinicians of our country - leaders in their respective fields of medicine and have the highest level of scientific information.

Being a user of the site consilium-medicum.com - it means to be aware of all the latest advances in modern medicine."

CuriousPencil
Activity Score 4225
Copywriter
Lazarus's picture

Thanks for the in-depth background, but the campaign is still very weak. Sorry.

Lazarus
Activity Score 1536
Creative Director
dean viii's picture

It made perfect sense to me. Don't understand the confusion. But that's a mute point. This has been done. There's an almost identical ad in The Copy Book. I think the ad was done in New Zealand or Australia.

dean viii
Activity Score 1686
Creative Director
kleenex's picture

not bad.

kleenex
Activity Score 52582
Web Designer/Developer
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