Clear

THE PROBLEM

Lung Cancer is the #1 killer. More than breast, prostate and colon cancer combined. It's the equivalent of a 747 crashing daily. Yet it's grossly unfunded and unsupported because it's unfairly considered a "Sinners disease."
Lungs are ugly.
What you can legally claim is very limited.

WHY THIS WORKS

If you can see it, you can fix it. The lung is no longer in a cage.
It's an elegant solution in a fragile environment.
Medtronic has the vision to solve this complex mess.
When you've been free of cancer for 5 years they say you're "Free & Clear". That's the ultimate goal.
A lung made of blown glass is excellent symbolism.

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AND NOW A BARRAGE OF ADS

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BLOWN GLASS LUNG

So I thought I made this up and there was no way that someone could actually make one. But then I found this incredible place called Farlow Scientific Glass out in Cali. They are accurate down to the micron. Insane. So we also made real blown glass lungs, which are now located at Medtronic headquarters, offices and hospitals that have a dedicated suite for the tech. They are gorgeous in person. Shipping them was a whole lot less fun.

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PHOTO STYLE

The new Medtronic brand was rolling out just as I crafted this campaign, so we were breaking rules they hadn't made yet and getting away with it. For the photo style I pushed us into visible light sources and flares to accentuate the new product name, "Illumisite."