Hologic – It’s Time

Campaign: concept, design, animation. Online, print & social.

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images (from top left): 1. Bespoke campaign landing page. 2: From concept to final render. 3 & 4. Some of the animated social ads (rolled out across 4 languages).

Hologic is a specialist in women’s health and diagnostics. They needed a big idea to help them launch a new campaign designed to give women the confidence to return to breast screening after the pandemic.

This campaign would run across the UK and most of Europe. It needed to be simple, easy to localise, and ideally generate engagement, reaction, and shares. Together with a creative copywriter, we came up with the main tagline “It’s time” and a key visual that played with the idea of an alarm clock in a fun and memorable way.

I art-directed the creation and animation of the clock itself with a 3D artist, taking the final renders and then bringing these to life across a range of social, online, and print assets that ran throughout the campaign.

The campaign primarily ran across Facebook, LinkedIn and Twitter (paid and organic) using both static and animated assets and translated across 4 different languages. I was involved from initial ideas and concepts through to the final asset rollout.

With a modest paid social media budget, the 4-week campaign reached millions of women and had over half a million engagements, over 50,000 clicks through to the landing page, and 1.2 million video views. What’s more, there were over 600 comments from women urging and supporting each other to attend their screening appointments.

The campaign was a great success and won an EMEA SABRE award.