When the team behind Rutherford Cancer Centres approached S3 Advertising with a brief to promote its new membership plan, it became clear the key job was to all about making the complicated simple.
Rutherford Direct is a membership plan designed to cover the cost of comprehensive cancer care when you need it most. The brief required us to target HR professionals, workplace decision makers and those who wanted – and were able – to ensure their family were looked after, should they need to be. This posed a question: how might we appeal to these two very different audiences?
The answer was one video; a motion graphic animation to launch the Rutherford Direct brand and clearly communicate an otherwise complex and difficult topic.
Our Lead Motion Graphics Artist, Jay Baulch, explains, “We wanted the content and style to allow many kinds of viewers to easily digest how the Rutherford Direct membership worked plus all the benefits, without overloading them with too much information. Motion graphic animation ticked all the boxes.”
“With the unpleasant, but factual statistic, ‘1 in 2 of us in our lifetime will get cancer’ at the centre of our narrative, we knew the voiceover needed to be slightly softer than your average video.” says Creative Copywriter, David Warfield.
“It had to be capable of explaining and retaining attention in a conversational and real manner, yet somehow still feel professional but not too corporate. The topic of cancer is a difficult one and not one our audience really want to think about it if they can help it.”
It was therefore clear to our team that informing these professionals and family members about how Rutherford Direct could support them needed to be done in a reassuring and engaging visual way.
Motion Graphics Artist, Emma Davies says, “As our first working from home motion graphics creation, the Rutherford Direct launch video was a unique and special project to undertake.
“Being away from our creative agency in Cardiff didn’t hold us back.
“S3’s motion graphics team soon adapted to sharing ideas and creating storyboards and illustrations through Microsoft Teams and found that nothing had really changed… except being able to work in pyjamas!”
Jay adds, “We tested many different design styles to find the perfect balance between a professional look and that underlying caring tone we were trying to land.
“The style we settled on achieves this balance while remaining flexible enough to showcase both the medical support available and the dedicated team who will be there for members throughout the process.”
To find out more about S3 Advertising agency’s extensive experience within healthcare marketing, our approach to creative production during lockdown or just to simply chat about what we could do for your business, contact our Business Relationship Manager Matt Lewis at firstname.lastname@example.org
Rutherford Direct Launch Animation Credits:
- Creative – Dave Warfield
- Planning Director – Sarah Mason
- Motion Graphics – Emma Davies & Jay Baulch
- Account Handler – Ceri Forsdick
- Social Media – Lauren Dutson