Medical tradeshows are typically filled with visually similar booth designs, close-up shots of new product, and exessive use of cliché doctor/patient stock photography. When Vidacare approached us to design the campaign materials for their upcoming pathology tradeshows, we knew we had to have some fun with it.

With the obligatory product shot accounted for, we developed an edgy tagline as the main focus of the campaign. By encouraging viewers (pathologists) to be pickier about their biopsy samples and only settle for the best, we injected a little irony and suggested that, in this case, being a snob was a good thing.