Kom under overfladen

As Art Director on this project, my goal was to translate complex insights into a visually compelling and strategically sound campaign that shifted general practitioners’ perceptions of ultrasound in Denmark.

With the Danish healthcare system evolving, ultrasound was meant to become part of general practice. But despite this opportunity, many doctors hesitated—concerned about usability, diagnostic confidence, and time constraints. Our challenge was not just to inform about the advantages of ultrasound but to create a campaign that visually and emotionally resonated with them.

Through qualitative research, we uncovered key biases and pain points, which shaped the creative concept: “Dive Below the Surface.” This became more than a tagline—it was a visual metaphor that highlighted ultrasound’s ability to reveal what the naked eye cannot see. The campaign concept was playful in its metaphor while still being able to deliver the message directly.

The result was a targeted, insight-driven campaign that turned doubt into confidence—paving the way for greater adoption in general practice.