SABIN is a laboratory for clinical analysis. Its product is to attest precisely how our body is functioning. The initial briefing called for the creation of only one billboard to announce the opening of a new laboratory unit in the neighborhood.

We presented an “alltype solution” calculating the distance from the billboard to the laboratory unit, along with the concept Precision. This is our business.

The client approved it and the billboard was a success. Customers wanted to know if that was the real distance. There were people who even measured by the odometer of the car.

The client then asked for a complete campaign and we expanded the concept to other billboards, signs at garage entrances (telling the exact height), movie advertisement (attesting the exact duration of the film) and even installed a device in the ceiling of the cars of the laboratory which said exactly how many miles they had traveled that day.

The campaign has won some regional and national awards and to this day SABIN is top of mind.