"In recruiting patients for clinical drug trials, many pharmaceutical companies rely on in-house resources," said creative director David Buck. "To challenge this approach and convey the wisdom of using specialists, Praxis asked us to develop a direct-mail campaign. Three posters depicting iconic characters making questionable use of their time were mailed out. By using humor, we framed the potentially off-putting question 'Isn't it wiser for people to spend their time on the jobs they're good at?' in a positive way."
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