Sometimes the best ad isn't an ad

After the Swedish Cancer Institute approached us about putting together a plan to mark the 75th year anniversary of the institute, we came back with an advertising-light proposal that stressed building bonds with past and current patients. After all, when you get some very bad news from a doctor do you go searching for newspaper ads about cancer, or do you call your friends and relatives? One of our suggestions was to create these wall panels festooned with ribbons representing each of the 3,000-plus patients the SCI will treat in a year. People have taken to writing their names -- or the names of loved ones -- on the ribbons as a powerful, personal reminder of how widespread this disease has become. A tip of the Worker Bees cap to our partner, Michael Courtney Design, for beautifully handling the environmental design duties.