mediven(R) design concept for round and flat knit
Winner
Excellence in Brand Strategy and Creation
Brand Communication – 360° Campaign
Details
The mediven design concept campaign from medi presents therapy with medical compression stockings in a new light. Shot in the iconic ‘La Muralla Roja’ in Spain, we combine fashion and functionality through coordinated colours. The outfits harmonise tone-on-tone with the trend colours and create a visual unity that stages and emphasises the stockings as part of the personal wardrobe: medical products not only enable you to stay true to your own type, but also empower and encourage you to take your own style to a new level and become one with your personality - in all its facets.
The Jury‘s Statement
The medi campaign elevates the connection between fashion and medical functionality to an impressive level. Set against the iconic backdrop of “La Muralla Roja,” the new trend colors light blue and rust red are strikingly showcased. The tone-on-tone staging demonstrates how compression stockings can stand out as stylish everyday companions. Particularly noteworthy is the relatability achieved through real patients who authentically convey the campaign’s message. A holistic concept that effectively combines therapeutic benefits with aesthetics.
