Agency Network: 
September 2010


Multiple Sclerosis causes scars on the brain that disrupt the messages to your body. When your brain and body canât communicate, it can feel like theyâre at war. The campaign from TBWA Tequila Auckland represents this inner battle using the contrast between cat vs dog, and hunter vs deer. The conflicting images show what it must feel like for a sufferer of MS and how hard it can be to control their own body.

Print advertisement created by TBWA, New Zealand for Multiple Sclerosis Society, within the category: Public Interest, NGO.


Multiple Sclerosis turns your brain & body against each other.

Advertising Agency: TBWA\Tequila, Auckland, New Zealand
Executive Creative Director: Andy Blood
Copywriter: Amy Thexton
Art Director: Jessica Neale
Illustrator: Lauren Marriott
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atb2005's picture

Innovative approach, and I love the style of these illustrations. Maybe better more original contrasts?

Activity Score 13557
silvi's picture

Looks like an humor campaign for a serious problem. I don´t know.

Activity Score 4172
Guest's picture

don't listen to these blokes. Just keep doin what you're doin. nice brain.

rurorjuror's picture

Interesting approach. Illustration is great

Activity Score 745
Art Director at Tough Slate Design, Kyiv, Ukraine |

Guest's picture

For the first time I understand what MS is really like for someone. Not an easy brief but quite a brave and interesting approach.

Guest's picture

As someone with MS, I think the thought of "Multiple Sclerosis turns your brain & body against each other" is interesting and right, but I think the execution is wrong and I sort of agree with silvi.

Guest's picture

The idea at the core is very nice (two opposites fighting with each other). The execution (cat / dog / person) and illustration really don't help it at all. Am I meant to laugh at these ads? I'm confused with the tone of the ad.

Dzsoi's picture

Agree with Silvi and guest. Basic thought is good, but there is absolutely no drama in these visuals.

Activity Score 8532
Copywriter at junior copywriter
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