Sudler New York wins 2016 Medical Advertising Hall of Fame Heritage Award

Sudler New York has been named a recipient of the 2016 Medical Advertising Hall of Fame Heritage Award. The Heritage Award, established to preserve the history of healthcare advertising by acknowledging those whose contributions have made a positive difference, was given to Sudler for what is referred to as the "Mona Lisa of nasal decongestion"—an iconic campaign called "The Fat Head."

First imagined by Sudler creative director Ernie Smith, the image used an oversized head to dimensionalize the problems of nasal congestion. Smith, working with well-known photographer Carl Fischer, brought the image to life using traditional retouching techniques.

"This wonderfully artful image that still resonates today is made even more impressive when one considers it was created without digital assistance. But great work is never just about fat heads—it's about big, fat ideas," says Rob Rogers, Co-CEO the Americas.

The Medical Advertising Hall of Fame celebrates valuable contributions to healthcare advertising by reflecting upon the talent and perseverance that created those campaigns. The Heritage Award allows the industry to pay homage to those writers, art directors, and account people who made a great campaign come to life.