I generally like most of the work from 1pointsize and am of the general opinion that chennai gets most of its best creative campaigns from there. This campaign for the Blue Cross of India left me a little dissapointed. I get the fact that being creative and delivering a certain message in an interesting manner makes a big difference in the way the message is recieved, But what if the message is completely lost in acheiving the creative aspect of the ad?
I showed this campaign to almost 15 people and barely 2 of them got what the typography was trying to tell them. Maybe it's the execution or the idea itself but I just don't seem to think that this is a great campaign. Especially because it is not a niche product where it is OK if only a few people get the idea. It's adoption and that is an extremely generic sector of people you are talking to. Anybody thinks otherwise, shout it loud! :)