Band-Aid Brand Digital Advertising

Johnson & Johnson needed a display buy for Band-Aid Brand that could deliver one clinical statistic in every standard banner slot — including the ones that are sixty pixels tall — without losing the number.

What I made

One message across four IAB sizes: 160×600, 300×250, 300×600 and 728×90. "31% of infections occur post-surgery" set in Band-Aid red and Johnson & Johnson navy, the percentage carried at the largest size each unit allows and the sentence breaking beneath it. The photograph is a stack of white surgical dressings on a pale gradient, cropped tighter as the frame narrows, so the same still life reads at skyscraper height and at leaderboard width. A red rule locks the top edge of every unit.