Launched campaign for Biogel’s new synthetic surgical glove: PI Micro. The target audience was comprised of surgeons, with the secondary audience serving as surgical technicians. The campaign had multiple objectives, including launching Biogel PI Micro into the market as a thinner alternative to all other gloves, and for Mölnlycke reps to seize the opportunity to convert latex users to PI Micro. The creative solution derived from personifying the attributes of the glove through imagery inspired by ET. In combination with the image, the delivered message supported the attributes of the glove with the headline stating Heightened Sensitivity and Tactile Strength