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La gratuité en santé. Mon oeil!
Free healthcare treatments. No way!

Click here to listen to radio spot

French radio ad to force the Quebec Government, by getting people to write to their deputy, to reimburse Lucentis for Quebec residents.

People were encouraged to visit CampagneMonOeil.ca where they could find an editable text in a web form to send directly to their deputy.

Ranibizumab (trade name Lucentis) is a monoclonal antibody fragment derived from the same parent murine antibody as bevacizumab (Avastin). It is much smaller than the parent molecule and has been affinity matured to provide stronger binding to VEGF-A. It is an anti-angiogenic that has been approved to treat the “wet” type of age-related macular degeneration (ARMD), a common form of age-related vision loss.

Ranibizumab was developed by Genentech and is marketed in the United States by Genentech and elsewhere by Novartis, under the brand name Lucentis.

More on Wikipedia

Brand name: CampagneMonOeil.ca for Lucentis
Generic name/category: Ranibizumab
Company: Novartis
Country/Market: Quebec province, Canada
Indication(s)/use: age-related macular degeneration (ARMD)
Target: Consumers (DTC)
Tagline: La gratuité en santé. Mon oeil!
Publication: Quebec radio stations may 2009

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Mediderm Radio Spot. Click on play button to listen to it.

Mediline
Spoken at a very calm and unusually slow pace:
Mediderm anti-aging series significantly slows down the skin aging process. Mediderm

Agency: Shalmor Avnon Amichay/Y&R Tel-Aviv
Chief Creative Director: Gideon Amichay
Creative Director: Tzur Golan
Head of creative team: Yariv Twig
Copywriter: Sharon Refael
2009

“When the game turned into a lie” (“Quand le jeu tourne au mensonge”) is an advertising campaign that has three television commercials in French, three radio ads in English, billboards, newspaper advertisements and interactive Web banners.

Le jeu prend toute la place?
Si vous ne pensez qu’au jeu et que vous devez mentir ou emprunter, il existe de l’aide.
http://aidejeu.com | Jeu : Aide et référence 1 800 461-0140
Gouvernement du Québec

Print ad

TV commercials

Radio execution 1 |  Radio execution 2 |  Radio execution 3
Radio commercials

Online ads

Agency: Lg2
Creative Director: Luc Du Sault
Copywriter: Luc Du Sault, Nicolas Boisvert
Art Director: Vincent Bernard
English adaptation: Andrew Morgan
Production house (TV): La Fabrique d’images
Director: Dalpé
Producer (TV): Louise Mercier
Audio (TV and Radio): Boogie Studio
Photographer (print): Marc Couture

MSSS website