Company: Varian
Role: Creative Director
THE ASK
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Create a teaser campaign that will build hype for the launch of Varian’s newest product, RapidArc Dynamic, that is being announced at ASTRO 2024.
THE IDEA
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Put together an 80’s style “Totally RAD” campaign to play on the R.A.D. acronym of the new product, RapidArc Dynamic.
INSPIRATION FROM THE PRODUCT
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RapidArc Dynamic adlob showcasing how the tumor is scanned in an "arc" formationPRODUCT DESCRIPTION
Introducing RapidArc Dynamic solution, a radical transformation in planning and delivery on the Eclipse and TrueBeam systems. Uniquely leverages a dynamic collimator and combines the benefits of IMRT and VMAT in a single solution.
Offering exceptional freedom and control, RapidArc Dynamic unlocks new possibilities in dose modulation, and is designed to help clinicians easily reduce dose to organs at risk, improve plan quality, and plan complex cases in less time.
CAMPAIGN ELEMENTS
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ff00d880’s themed color palette based around Varian’s primary blue color
80’s style fonts that are bold and contrast well together
Blocked “Totally RAD” text
80’s style arc that plays into the product name “RapidArc dynamic”Circle element from the product adlobTHE FINAL DESIGN
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DIGITAL CAMPAIGNS
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EMAIL BLASTS
VARIAN LANDING PAGE COUNTDOWN
LINKEDIN SOCIAL POSTS
DIGITAL BANNER ADSASTRO 2024 TOTALLY RAD BOOTH TAKEOVER
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TOTALLY RAD 80’S SWAG
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TOTALLY RAD T-SHIRTSTOTALLY RAD FANNY PACKS
TOTALLY RAD CASSETTE POWER BANK
TOTALLY RAD RUBIK’S CUBE USB DRIVETOTALLY RAD RECEPTION PARTY POST LAUNCH
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