Pat Burnham, Creative Director
Phil Hanft, Creative Director
Joe Paprocki, Art Director
Mike Gibbs, Copywriter
Kerry Peterson, Photographer
Fallon McElligott has built its agency on branding, and that's what it's doing for Ergodyne, a fast-growing marketer of products that protect against various injuries.
For this campaign, Ergodyne's first to consumers, "We wanted absolutely stopping ads that got people to read a single line of copy," says Fred Senn, who supervises the account for Fallon.
The creative team created ads that look different from those in computer magazines, where this campaign runs. Type and space became part of the message. In the back-rest ad, for example, the copy line represents the curvature of the spine.
The campaign, which has been running for about six months, also appears in some women's magazines such as Self and Working Woman.