AheadCreativeSagrada — movement without stops
Read more about the project
Arterium is one of the leaders in the Ukrainian pharmaceutical market. Millions know their products, but knowing and trusting are two different things. That is where our work begins. Sagrada prevents atherothrombosis, maintaining continuous blood flow even in the most critical areas of the vessels. The challenge: to find an image that conveys this idea without medical jargon, so that the consumer understands the essence of the drug before even opening the leaflet. We turned an artery into a railway line, a stent into a tunnel that prevents any stops, and blood flow into a train speeding along without delays. The slogan "Unobstructed movement in high-risk areas" solidified the metaphor in a single phrase.
ConclusionAn image that explains the complex more simply than any medical text.
Atherothrombosis is not something a person wants to read on packaging. But they need to understand what the drug is for and why they need it. This is exactly where the right metaphor works.
A railway line, a tunnel, a train that never stops — this image is understood instantly. It requires no medical education. It says simply: this drug keeps your blood flow moving, even where it is most difficult.
Sagrada received a communication strategy that works equally well for the doctor prescribing it and the consumer choosing it. One metaphor, two goals. That is exactly how pharmaceutical branding should work.
