Even amongst healthcare professionals, gout is known as a lifestyle disease that
causes intermittent bouts of pain in fingers and toes. In fact it is a disease
of crystal deposition that causes serious consequences for the whole body.
Unfortunately, these crystals are hard to see. And when something is hard to
see, it’s easy to ignore.
An audacious life-sized science experiment used the chemical process
underpinning gout to crystallise a three-dimensional patient scaffold, creating
a dramatic visual representation of the condition that’s impossible to ignore.
Benedict Redgrove shot the advertising campaign, an immersive online experience
let users explore a digital version of the model, and an interactive documentary
contained hidden hotspots that led to deeper information.
unique website visits
This engaging campaign captured the imaginations of healthcare professionals across the world, exposing the truth about this misunderstood condition and making gout crystal clear.