ASSIGNMENT The object here is was to raise awareness that just because your PC’s data is gone, it doesn’t mean it’s GONE. PC Medic specializes in retrieving your lost data. APPROACH How do we create compelling work that speaks to data recovery without resorting to standard clichés? And how do we do it in print? BIG IDEA What if the PC itself delivered the message. Even better, what if we used the PC “Screen of Death” as our canvas to relay that message. By laying out a series of outrageous ways one could retrieve their data, it was almost as if we we’re having the PC taunt our consumers, with PC Medic being the solution. RESULTS The client was thrilled with how the work turned out and has seen a definite uptick in business and positive word of mouth as a result.