Since anaemia kills almost every red cell in the blood, we wanted the idea to be very clear, simple, direct, straight, and really in just a great creative and design execution. We wanted the enhance what does anaemia does in body and also what does this disease mean to doctors..."if you don´t treated fast and accurate it could kill your patient". So a clear, direct execution that also uses the famouse KISS strategy + a great and power idea and superb design...Just the elements we need to communicate a powerful idea.

We wanted to express a powerful human emotion by the use of a single color and also the devastating power of a disease that literally obliterates the color in the body. So the use of the "white color" became our most meaningful element to use. Also we needed a power headline to express the idea to the physicians, to tell them in subtile way that they need to take action regarding a complicated disease, such as anaemia. We simply kept it simple, clear and respecting the big idea and the power of design.

It created a powerful buzz around the congress and touched the hearts of the physicians attending it. Also, became immediately recognized and they were talking about the "colorless woman". This poster was part of the MIRCERA campaign that also had efforts in the doctor´s office with sales aids and deliverables that the sales rep gave to the doctor.