ONLINE ONLY
Doctors will do everything in their power to prevent amputation and promote healing in the battle against diabetic foot ulcers. But in a field where the outcomes are visible, a lot of little things can be missed – like the tiny cut from a patient dealing with peripheral neuropathy, biofilm’s misunderstood role in treatment and wound progression, and even a wound that a doctor might think will heal by itself.
To help doctors realise that to lower the risk of a potential amputation, they must first focus on the small things that can often be missed, we chose to tell a visual story like never seen before. A gruesome look at innocuous moments in the life of someone with diabetes, where little scrapes, cuts and wounds are shown as fully blown unhealable foot ulcers in the shape of the things that caused them.
Our goal is to establish it’s the little misses that can lead to the big losses of an amputation and inspire doctors to treat wounds as early as possible before they progress.
- Client Convatec
- Ad Agency VML Health, London
- Creative Director Khalid Latif, Nikki Šulentić, Natxo Díaz
- Art Director Stephanie Quinn, Leo Rincon
- Copywriter Ciaran Watkins
- Typographer Stephanie Quinn, Nakashima Roberto Jun
- Digital Artist Nakashima Roberto Jun
Related Work
Lurzer’s Archive
Log In1/ 0
Images
Big Losses Start Small
Your cart is empty
Put the world's most renowned curated archive at your fingertips
Unlock full 24/7 online access to over 40 years of groundbreaking creativity. Enjoy unlimited searches, exclusive digital content with special reports and insights, interviews with global creative leaders, and priority access to newly selected work in the Archive. Stay inspired, wherever you are.