Collateral Design and Advertising
Dr. Michaelidis
The Brief
The objective was to create a direct mail for a psychiatrist, to give to his clients in order to keep them interested / happy while he was away on holiday. This brief was one to have fun with and the eccentric psychiatrist “Dr. Dimitri Michaelides” was entirely fabricated.
Insight and Concept
Most people feel unsettled about the idea of changing their current psychiatrist or being away from them for an extended period of time (it’s daunting to start over with someone new). With this insight, the “survival kit” concept was born. The psychiatrist was to send out two kits to each client while he was away. His intention was for his clients to use each kit as a form of occupational therapy (to use as an aid to recuperation from their mental illness / condition). Dr. Dimitri Michaelides was given a unique, quirky persona.
Peggy Berge(Copywriter) and Tiffany Schouw(GDAD)
(voice message within the kit)
