Preventive medical communication has been the same for decades, having slowly moved into a blind spot. With more fine art and design driven festivals and exhibitions being introduced every year, Dubai is quickly becoming the art and cultural hub of the region. Medcare Hospitals & Medical Centres wanted to raise their brand visibility and relate with their sophisticated audience, immune to a regular awareness message, through a memorable campaign. In order to grab the attention of individuals that cared more about art than their own health, The Classic Partnership, their creative agency, came up with an idea that helped an awareness message infiltrate naturally into the world of visual statements. In some of the most popular art exhibitions in the city were added new masterpieces that looked like the work of fine artists. In reality though, the eye catching works were actually created by deadly germs. Each piece generated conversations about the diseases caused and how to prevent them.
That was basically seeding an infectious idea that help prevent infections. Congrats, The Classic Partnership.

Agency: The Classic Partnership

 Client: Medcare Hospitals & Medical Centres


 Alok Gadkar – Executive Creative Director

 Mangesh Zemse – Group Head – Design

 Anshuman Bhattacharya – Creative Group Head – Copy

 Tarek Chebaro – Account Director

 Mangesh Zemse – Art Director

 Vishal Vinekar – Art Director

 Vitthal Deshmukh – Head of Production

 Zohra Ameen – Production executive

 Ink Art Illustration – Floss Creatives

 Victor Portella – Artist

 Vishal Munge – Editor

 Crispin Kennedy (Action Films) – Videographer