|
|
Client: MDL (San Leandro, CA).
Need: MDL has made its reputation as a supplier of software for cheminformatics. In 1997, however, the company launched two new products dealing with the biological, rather than the chemical, side of pharmaceutical and chemical discovery. To support the launch, it wanted a new look in its advertising, which had been rather staid and corporate.
Solution: Deborah J. Ausman worked with A Street Design (San Jose, CA) to develop this fun, colorful campaign featuring a well-intentioned scientist who unwittingly makes the wrong choices. Deborah consulted on the ad concepts and wrote all ad copy. The ads ran in Science and several chemical trade publications.
| |
