: : : dr.Langenbach campaign /// 2020 : : :

no fear of pathogens

The briefing
In the midst of the first corona wave, many medical practices were faced with a new challenge:
Reassuring patients, creating trust - and at the same time maintaining medical seriousness.
Dr. Langenbach's dental practice wanted to make a statement.
A clear statement: You are safe with us. Even in uncertain times.

The main idea
👉 "No fear of pathogens"
A sentence that both warns and activates - with a strong visual twist:
A virus that looks like a lollipop.
A creative reinterpretation that disarms fear - with a wink.
The motif does exactly what many classic corona communications have failed to do:
It is light, but not frivolous.
Encouraging, but not trivializing.
And therefore empathetic and attention-grabbing.

The implementation
The campaign was deliberately designed to be visually striking:
- Bright colors such as orange and yellow create warmth and trust
- The pathogen lollipop visual breaks the fear through visual comedy
- Typography in hand lettering style conveys approachability and humanity
- The claim in combination with the message "Despite Corona, we treat you safely and carefree." gets to the heart of the message

The campaign was primarily used as a poster and practice communication (e.g. in the waiting room, at reception, in the shop window) - but was also used digitally to proactively inform existing patients.

The result
The campaign was a complete success - not just visually, but emotionally:
patients felt taken seriously, but not frightened.
The practice was able to emphasize its position as a modern, empathetic and safe place to go, especially in difficult times. Design became a trust-building factor here - and a viral motif in the best sense of the word.

Client: Dr.Langenbach
Agency: neueformen Köln
Copywriter: Gina Lefers
Concept & Art Direction: Ahmed Ghandour