There have been more than a few occasions when I felt I needed nothing short of a magic spell to get a client to run with an unconventional concept — the one that’s wonderfully unique while completely hitting the mark. The team at GSWWorldwide has done just that with their new “Itchcraft”campaign for Protopic. They’ve taken the lengths to which people go to find relief from eczema and likened them to witchcraft,or in this case,“Itchcraft.” It’s a clever concept that’s rich with visual opportunities and the creative team seizes them all. From the perfectly stylized images of dusty potions and lotions, to the wickedly appropriate typeface against parchment colored pages,no detail was left unchecked.Patients and dry skin were traded for old Product:Protopic Client: Astellas Pharma Debut:2007 Agency:GSWWorldwide Creative DirectorArt: Dave Sonderman Creative DirectorCopy:Katie Beller Art Director: Kelly Seymour/Ben Denton Copywriter:Gino Valli Protopic brushes,scrubbers,and other crude itchrelief devices,driving home the message that patients need an alternative to their current “remedies.”Each tactic is unique,while remaining beautifully and consistently branded — a real testament to the concept’s “campaignability.” My compliments to the GSW team for flawlessly executing a unique idea and proving you don’t need magical powers to do it. For Debbi Ciauro,VP, Associate Creative Director, Altum,Parsippany,N.J., the Itchcraft campaign by GSW Worldwide is magical.Altum is a CommonHealth agency. CREATIVE review ach month, this department pays homage to memorable advertis ing and marketing campaigns. The highlighted executions have been identified by leading creative executives for their noteworthy use of copy, art, photography, whimsy, uniqueness, etc. — in com bination or as single branding elements. Creating good pharma ceutical advertising and marketing requires agencies to think out of the box and clients who dare to be different. PharmaVOICE is pleased to give these vanguards their due recognition. E For Art’s Sake Debbi Ciauro A clever concept … rich with visual opportunities… 74 M a r c h 200 8 PharmaVOICE PV0308 LAYOUT 2/14/08 5:43 PM Page 74

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