the BRIEF

MIMS the GP’s medication listing bible has been their trusted companion for many years. They redesigned the content and look and made it much more user friendly. The aim was to remind people that MIMS was their trusted advisor but had a fresh new look.

insight & IDEA

GPs have other standard pieces of equipment they use and are necessary daily for their job. The idea was to ask them to ‘take a closer look’ at MIMS showing for example how their ideas had been listened to with a stethoscope, and that MIMS was beating at the same rhythm as them with an ECG (heart) monitor etc. The art direction shows the book in a new interesting way so GPs looking through medical magazines notice their everyday handbook in a different light.  The ‘take a closer look’ campaign ran across consecutive strip ads, banner ads and a three full page explainer ad with the second and third pages taking an even ‘closer look’ at what was even better.

Agency: GHMC
Copy: Damian Harrison
Photography: Jeremy Hudson