Healthcare. food processers, food service and other organizations concerned with HAIs and food borne pathogens were the target in our ad series for Tietex International and its' new brand, "Proton Hygienic Microfiber." Proton is a patented technology including towels, wipes and flat mops, that enhance disinfectants.
The rejected concept above, "Wanted" was deemed, "not serious enough" and making light of what should be an important topic.
So the final approved idea here was to create something that looked technical and presented scientific information in a straightforward and fact-based, genuine way.