When Johnson & Johnson launched their new blood glucose meter, the OneTouch UltraEasy Colour Meter, Story was challenged to craft a print ad as colorful and innovative as the device itself. The goal: to personalize a product in a market devoid of brand loyalty. Expanding from the tagline “Life is full of colour. Which one is yours?” Story came up with an innovative photographic technique to showcase the vibrancy and individuality symbolized by the rainbow of Colour Meters.

The campaign focused the UltraEasy Colour Meter’s unique look. Deviating from the standard non-descript, clinical look of most medical devices, these modules come in many colors. Simply put, they’re much hipper and more stylish than the other blood-glucose meters out there. In keeping with this brand position, Story’s design concept included a distinctive swirl of color created using a unique camera technique called “camera tossing.”

The print ad tested so well that Story’s concept was carried out through various online and print media, including microsites (with e-commerce projects), package design, exhibitions, and product-launch campaigns to further drive brand recognition and capitalize on the lack of brand loyalty in this market.