onli intermittent catheter launch campaign
For people who rely on clean intermittent self-catheterization, a catheter must integrate seamlessly into a routine repeated several times a day. The campaign concept, “Whether your day was ordinary or extraordinary,” was built on that insight: the Onli hydrophilic catheter, pre-hydrated and ready to use the moment it is opened, fits a user’s life no matter what the day brings.
The concept first came to life in video, where real catheter users were captured in moments spanning the mundane to the momentous. Much of the talent were full-time wheelchair users living with spinal cord injury or neurogenic bladder dysfunction. Every scene was staged in collaboration with them so each portrayal faithfully reflected their abilities and actual product use. Art directing across multiple accessibility-vetted locations demanded meticulous planning and real-time flexibility.
Services
Concept Development and Creative Direction of campaign
Sample shipping box, design and production
Social Media Ads
Print and Digital Ads
Promotional video art direction
Credits
Kristi Jalove with Buster Creative: Creative Direction, Art Direction, Production
The message then extended into a cohesive, multichannel campaign. Digital advertising was tailored to two distinct audiences, healthcare professionals and patients. A custom-branded shipping box was designed for HCPs, containing male and female catheter samples alongside user guides I also designed. Each element was precision-fitted within the box for a polished unboxing experience.
From concept to video, digital, and dimensional packaging, the “ordinary or extraordinary” message remained the unifying thread, reinforcing Hollister’s commitment to dignity and a more rewarding life for every user.
