Muse caught up with John McPartland, Executive Creative Director at Ogilvy Health U.K. to discuss the agency’s health influence offering, The Melanoma Law initiative and more.

Muse: The healthcare landscape is constantly evolving. How does your agency adapt and innovate to stay ahead of the curve in delivering impactful health messaging?

John McPartland: The healthcare landscape is a constantly evolving beast. With new technologies, treatments and research emerging every day, it can be difficult to keep up. But amidst all this change, one thing remains constant: the need to connect with people. No matter how advanced our medical knowledge becomes, we must never forget that at the heart of it all are real people with real concerns. That’s why delivering content that resonates with them is so important. Whether it’s through compelling storytelling, engaging visuals or relatable messaging, we must always strive to connect with our audience on a human level. Because no matter how much the healthcare landscape may change, people will always be at the center of it all.

Our newly launched health influence offering is testament to this. With more and more people turning to social media for health messaging, we created an industry-first offering that helps brands utilize this growing phenomenon. By leveraging their expertise, credibility and social media savvy, these influencers are able to help brands amplify their message, increase their reach and build trust with their target audience.

What unique approach does your agency take in addressing health-related messaging and campaigns?

David Ogilvy once said “Tell the truth, but make the truth fascinating.” This has become a guiding principle in how we approach our work. We understand that illness and disease can be difficult and complex, and coming to terms with this for some can be overwhelming. That’s why we distill everything down into a simple, fascinating truth.

Every project has a focus on the underlying insight driving peoples’ behavior. By highlighting the fascinating aspects of the human experience, we’re able to connect with people on a deeper level, building trust and understanding along the way. Whether it’s through compelling visuals, engaging content or innovative campaigns, we strive to make the human condition come alive in all its complexity and beauty. Because at the end of the day, being human is a challenge, but it’s also what makes us unique and special. And by telling these stories in a fascinating way, we can help people feel seen, heard and understood.

How does your agency integrate emerging technologies into health campaigns to reach and engage audiences effectively in an increasingly digital world?

We’re always looking for new and innovative ways to reach people. We understand that technology is constantly evolving, and we’re committed to staying ahead of the curve when it comes to healthcare marketing. We work across disciplines to ensure that we are delivering work that is pushing our clients on a daily basis.

But while we embrace new technologies and platforms, we never lose sight of what’s most important: the message. Whether we’re using social media, email marketing or cutting-edge digital tools, our focus is always on telling compelling stories that resonate with people on a personal level. Because at the end of the day, it’s not about how we reach people, it’s about the impact we have on their lives. There’s an old saying, “Shit at the speed of light is still shit when it gets there.”

By integrating new technologies into our approach, we’re able to reach more people than ever before. But it’s the message we tell them that truly makes a difference, and that’s something we’ll never forget.

Share any success stories or specific metrics demonstrating the positive outcomes of these efforts.

A recent example was our campaign for Skin Cancer U.K., The Melanoma Law.

Skin cancer rates are rising rapidly in the U.K., part of this is due to the increase in the use of sunbeds, fueled by social media and influencers promoting them online. Sunbeds are legal in the U.K. and are regulated by the Sunbed Regulation Act (2010).

Despite the law being in place, 100 people die each year due to sunbeds. We needed to highlight the dangers of sunbed use as well as lobbying to change the current law to tighten restrictions.
To do this we showed how the law wasn’t worth the paper it’s written on. Placing the law on a sunbed, over time, it became burned, blackened, and blistered. Exactly the same effect that they have on your skin. The laws were sent to influencers, politicians and journalists to highlight the dangers and lobby for change. We filmed the process which helped jolt people into action and write to their MPs, as well as using the burned law as OOH, which helped people spot the signs of melanoma.

This project touched so many aspects of the agency, bringing in PR, influence as well as our health experts to deliver a vital message to the right people at exactly the right moment. Within two weeks the initiative had been featured in over 300 press articles, and most importantly the Melanoma Law was introduced to the Parliamentary Health and Social Care Select committee for their consideration.

That’s where the true power of creativity in healthcare is. Using the tools at our disposal to create work that changes laws, and changes lives.

Meet Fede Botella and Diego Lauton, aka Xuxa. They call themselves Xuxa because even though they were born and raised thousands of miles apart, they already had something in common before they even met. And that was, “our love for Xuxa, the host of the children’s show that was a hit in Brazil and Spain at the same time,” they say. “Many years after the show went off the air, we finally met in Madrid and started working together.”

They’ve enjoyed considerable success along the way, winning key industry awards and working for clients such as Mattel, Sennheiser and the International Volleyball Federation.

We spent two minutes with Fede and Diego to learn more about their backgrounds, creative inspirations and some recent work they’ve admired.

Fede and Diego, tell us…

Where you grew up, and where you live now.

• Fede: I grew up in Madrid during the 80’s, a somewhat wild city where you could ride a motorcycle without a helmet, you didn’t have to wear a seat belt, and we barely saw any tourists. The city has changed a lot since then, but I still love it. Now I live in The Hague, although I work in Amsterdam, a quiet city with a diplomatic atmosphere and lots of forests, perfect for my reality with three small children.
• Diego: I was born and raised in sunny and culturally rich Salvador, the capital of Bahia, Brazil. These days I’m living in Amsterdam.

How you first realized you were creative.

• Fede: When I read others’ answers to this question I always wondered how I would answer it. I guess I don’t have a specific time. When I was little, I had a lot of imagination and art was present in my life because of my father, who is an art critic. But beyond that I don’t remember ever stopping to think, wait I am creative. I’ve never drawn comics, or played in a band or done any of those things creatives are supposed to do.
• Diego: When I was little and all I could think about was how people produced those amazing ads I watched on TV.

A person you idolized creatively early on.

• Fede: Scooby Doo. Maybe not a person, but as a kid I never missed an episode of his show. The way he used creativity to unmask the bad guys always amazed me. I like to think that some of his method has rubbed off on me and that I use it to solve briefs.
• Diego: Early on, when I was around 10 years old, I learned how to draw with a friend of mine, who was a genius at drawing. I used to copy everything he drew until I could do it myself. Fake till you make it, right?

A moment from high school or college that changed your life

• Fede: When my parents moved me from a British school to a school with a totally different philosophy, close to Montessori. It was a real shock coming from the British world of seriousness and rectitude to discover that you could learn in a much more relaxed way. But to this day I am still in the habit of keeping my tie knot tight.
• Diego: It was decided for me to study biology at university, then I quit after five months. It was then I could be 100 percent sure that I could only work with creativity.

A visual artist or band/musician you admire.

• Fede: Every day I like drawing and painting more and more. From Francis Bacon, Lucian Freud to Luc Tuymans or Pieter Bruegel the Elder. Currently I am obsessed with Shannon Cartier Lucy.
• Diego: Punk rock was part of my youth so I used to admire a lot of the underground artists and designers from local bands and zines.

A book, movie, TV show or podcast you recently found inspiring.

• Fede: Biography of Silence written by a Spanish priest and Zen disciple called Pablo d’Ors.
• Diego: For a book, Show Your Work by Austin Kleon has a very interesting approach on how to promote your own career. On TV, I was amazed by the surrealistic Bardo by Alejandro G. Iñárritu, and the almost unreal awkwardness of The Rehearsal by Nathan Fielder. Podcasts are not really my thing (I use them most of the time to fall asleep) but I really like Huberman Lab by  Andrew Huberman.

Your favorite fictional character. 

• Fede: I refer to answer 3.
• Diego: I’m still crazy about the universe of Magic the Gathering and its lore. If I need to pick one character, I would pick the anti-hero Squee, a goblin that was made immortal so he could be eternally tortured by his enemies. Don’t worry, he managed to escape.

Someone or something worth following in social media.

• Fede: Definitely @adip_food if you are into cooking as I am. At the moment it’s the most inspiring account and person I follow. @pglang also gives me the dose of beauty I need to get through the day.
• Diego: @milanjaram is producing amazing A.I. portraying fictional characters from pop culture in real life.

How Covid-19 changed your life, personally or professionally.

• Fede: It was basically the beginning of my parenting even though I already had three children in the world. During the time we spent at home for the pandemic I realized that I had not really been present up to that point. Now, I try to stay present as a father while doing my job as a creative director. The two tasks are intimately linked in an unexpected way.
• Diego: It made me realize the importance of your home. Happy home, happy life. Also to learn that we can do work in very different ways, and still be productive.

A recent project you’re proud of.

• Fede: We are putting out a lot of quality work but just to mention one of the last ones, I will say “The Most Valuable Trophy” for the International Volleyball Federation. For the beach volleyball world championship, we made the trophy out of trash. Obviously, garbage collected from the same beaches where the competition is played. A great way to do our bit and to raise awareness about the importance of taking care of the environment. We did it with the design studio The New Raw, and it was a pleasure to work with them.
• Diego: Our last branding work for European Para Championships. We redesigned the primary shapes of design by making them more diverse to show that greatness comes in all shapes. 

Someone else’s work that inspired you years ago.

• Fede: As soon as I started working in advertising, I was lucky enough to work with a team formed by Jesús Lada, Nacho Soria and Arturo Benlloch. It was their work that made me want to do what they did. A few years later they are still working together at Havas España, but along the way they have left some memorable pieces like this one:

• Diego: The visual identity of Havaianas has always been an inspiration for art directors from Brazil. A masterpiece from Marcello Serpa and many other legends.

Someone else’s work you admired lately. 

• Fede: This one is easy. Everything Nils Leonard does.
• Diego: I’m really impressed with the 3-D imagery of Builders Club.

Your main strength as a creative person.

• Fede: Passion
• Diego: To be able to also think visually.

Your biggest weakness.

• Fede: Impatience. But I am working on it.
• Diego: Unorganized focus. There are always so many things to do …

One thing that always makes you happy.

• Fede: Watching Pasta Grannies surrounded by my kids and wife as close together as possible on the sofa. They hate it but I love it.
• Diego: Family.

One thing that always makes you sad.

• Fede: When Real Madrid loses.
• Diego: Cold wind in my face riding a bike in the Amsterdam rain.

What you’d be doing if you weren’t in advertising.

• Fede: I like to imagine myself as Carmy, the chef at the show The Bear.
• Diego: I’d probably be a pretty unhappy illustrator or designer, and definitely not doing this cool interview.

Toby Trygg, executive creative director of Ogilvy Health, tells Muse that he had been eager to respond to Gov. Cuomo’s call for PSAs about mask wearing, particularly after seeing McCann Health’s entry. Trygg had also been speaking with production company Chimney about doing some sort of creative project in quarantine. Thus, the stars aligned on this PSA project.

“We were finally able to secure a day when cameras, actor, crew and weather were ready, willing and able and so met in front of the Plaza Hotel at 8 a.m. with a full day ahead of us,” Trygg says.

They shot in Central Park, in the subway, in front of the library, and down in the Wall Street/Battery Park area. “We also shot in Grand Central, but those shots didn’t turn out as good as the ones in the cut,” Trygg says.

The guy playing Jason was an actor, but otherwise it’s all friends/family.

Director Sam O’Hare used a setup where the team was able to use smartphones as monitors in order to keep social distancing protocols. Post was all done at Chimney, and Sound came courtesy of Sonic Union. 

“I have to give a huge thanks and shout-out to all the talented people who brought this across the finish line,” says Trygg. “We are all truly proud of it and thinks it stands out in the sea of creativity we have all seen—and made fun of—during this pandemic.”

CREDITS

Director: Sam O’Hare
OgilvyHealth Executive Creative Director: Toby Trygg
Freelance Creative Director: Ace-Henry McEnroe
Executive Producer: Jake Loonan
Head of Production: Julie Hershan
Head of Post: Nicole Melius
Director of Editorial: Glenn Conte
Colorist: Lez Rudge
Conform: Joel Myers
VFX: Felix Thedeby
Mix/Sound Design: Owen Shearer, Sonic Union