Bastion Brands

Let’s Talk Straight

Prime Award Winner – Best Single Ad of 2016

OBJECTIVE:

Off the back of a successful global campaign, our client knew the time was right to deliver a clear and
honest value proposition to HIV specialists, compelling them to consider the progress made in the treatment
of HIV, and the work that still lies ahead.

STRATEGY:

Bastion Brands medical and creative team leveraged the benefits of conventional media to deliver an
unconventional message in a single page ad in a leading medical journal. Bringing together revered portrait
photographer Andreas Smetana and the iconic Melburnian cabaret and drag performer Dolly Diamond,
our project combined striking imagery with a disruptive message to provoke thought, spark conversation,
and promote a new, ‘no-nonsense’ approach in the treatment of HIV.

RESULTS:

Dolly Campaign won Best Single Ad of 2016 at the prestigious Prime Awards.

work

Creative ConceptInternal CollateralExternal Advertising