the goods

Even with the recent advances in the first line treatment of patients withbladder cancer, outcomes remain poor for the vast majority of patients–92.3%of patients with metastatic urothelial carcinoma (mUC) may not survive 5 years. This compelling statistic has been integral to the campaign, and is literally brought to life by visualizing a patient running up againstseemingly insurmountable data bar chart. Imploring HCPsnot to let their patients ‘become another statistic’ serves asa rallying cry for the campaign and strives to establish MSD as a leader in GI cancers.

https://www.advancedbladdercancerawareness.com/

The complexity of navigating a drug with 19 (and counting) indications in U.S. and global markets, as well as a co-promote with targeted therapy Lenvima, presented a unique opportunity for Merck’s blockbuster cancer drug Keytruda.

Adapting an “omni-channel” approach required a strategic and creative messaging platform to serve as a consistent backbone to the multiple indications. The addition of a co-promote, required a visual identity that was complementary to Keytruda without overshadowing the master brand.

For patients with Type 2 Diabetes, how a medication interacts with their lifestyle often means success or failure. What if a patient drives a cab for a living, but their medication makes them dizzy? They're not going to take it anymore! In this campaign for Januvia, we use a single artifact of each patient's life to represent how blood sugar (A1C) level is just one part of creating a successful treatment picture.

HEP (C) FREE is a documentary film that chronicles the struggle of 4 former injection drug users with Hepatitis C. Filmed by Oscar winning director Cynthia Wade, HEP FREE is an unscripted and brutally raw look at the opioid crisis reaching epic proportions within the US, especially important for those struggling with addiction and infectious diseases.

Zepatier, a direct-acting antiviral therapy indicated for chronic HCV, conducted one of its pivotal trials in this underserved and stigmatized sub-populations. The goal of the video was to raise awareness among addiction centers and to motivate them to begin treating HCV. The film was launched at EASL 2017 in Amsterdam and disseminated via a range of digital channels, including the ILC2017 Convention app, a microsite, and a live, pre-meeting viewing party featuring the director and an expert panel of KOLs.

www.hepcfreefilm.NL

For patients with acute heart failure, attending ER personnel's only recourse has been to treat their immediate symptoms. But these decisive moments can have detrimental lasting effects on organs beyond the heart. Novartis wanted to raise awareness of these potential consequences with the metaphor of organs chained to the heart, plunging into water. This resonated well with physicians as they felt that they could still intervene before it was too late.

This disease awareness campaign pulls through the notion of the plunging organs with a parallax scrolling website that highlighted key messages with animated engagements.

A global cancer client asked the team to create a crowd warmer to set the tone for his speaking segment at the European Society for Medical Oncology (ESMO). The idea was to pivot off the insight that older women with endometrial cancer have historically been underserved. These women are often the matriarchs of their families. Women who’ve given their families unconditional love and support. But in their time of need, where can these women turn?

We asked people in New York City to share with us anecdotes about the important women in their lives. The result, a “person-on-the-street” collection of cross-cultural and multi-demographic volunteers, tells emotional stories that are a perfect set-up for what’s to come with the launch of Keytruda+Lenvima.

The challenges for patients living with type 2 diabetes often involves much more than the dietary choices they make. That’s why Tresiba’s first and only ultra-long-actinginsulin with flexibility in dosing time can help patients balance type 2 diabetes with all the demands of their lives. Campaign imagery that replaces food in servingutensils with a full helping of a patient’s busy life is a disruptive way toillustrate the idea that diabetes control is so much more than diet, andthat Tresiba recognizes and supports individual patient needs.

Approximately 1 in 4 Hispanic/Latina women suffer silently with chronic pain. Pfizer’s Women’s Pain Portfolio wanted to address this statistic head on with a message directed at the families of their silent matriarchs, who historically have been left underserved and untreated. The “We Speak Pain” campaign was illustrated in bold graphics with subjects that reflect the vivid and colorful Latina culture inspired by artist and filmmaker Pedro Almodovar.

This year, the American Heart Association (AHA) decided to honor "heart warriors" at their annual fundraising gala. This distinguished list would include patients, nurse practitioners, and the more traditional honoree: heart surgeons. With the aid of personal anecdotes of what makes each honoree a Heart Warrior, we were able to assemble a book of Heart Won Victories. The elegant use of black and white photography provided a perfect canvas for the hand-illustrated red armor: a graphic nod to each warrior's internal fortitude helping in their fight against heart disease.

Pfizer's promotion of Caduet had a two-fold challenge: convincing patients who are typically asymptomatic of high cholesterol and high blood pressure to seek treatment. Secondly, getting physicians who are less inclined to prescribe a two-for-one medication, to give Caduet a shot. "Male Recall" was born from the insight that men respond to messaging that heightens the importance of maintaining their machinery. In this case, themselves. It also gave the physician an opportunity to evaluate whether their patients fit the profile of this targeted "recall."

Physicians often empathize with young cystic fibrosis patients who prioritize social time over receiving treatments. But skipping doses can come at a high cost. This campaign reinforces the importance of "TOBI twice daily" to remind physicians that by ensuring their patients remain compliant with their second dose, they can spend their time with friends instead of ending up in the hospital.

The target consumer of Miller’s Lowenbrau has often associated its beer with the special qualities of an import. Indeed, with a German heritage that was brewed in Milwaukee, Wisconsin, Lowenbrau adopted the oxymoronic “American Import” slogan to partner its strong character with powerful American iconography.

It’s one of those immutable laws of nature: The more you love something, the more it smells.

Husbands. dogs. Your favorite food. Your favorite shoes.

You simply can’t get rid of everything in your life that smells; your world would be a lonely, sterile place. But you do have to find a way to deal with the olfactory onslaught.

That’s the idea of this campaign: to explore that delicate balance between the things you love and the way they smell, between the desire to have them in your life and the need to manage the odors that come with them.

How do you say “strong protection” in seven different languages in seven different countries? With a strong visual and a simple message that can be translated easily. Luckily for us, Esso’s mascot is a tiger–a widely accepted symbol of strength in many parts of the world, particularly Asia, and thus the perfect metaphor for the brand.

Guys who change their own oil ultimately want one thing: to drive their cars. And drive their cars. And drive their cars some more. Tapping into the male psyche of “boys and their toys,” slot cars, a driving video game, and wind-up cars became perfect visual metaphors for the fun of endless driving.

Following the Enron scandal, investors were weary of energy companies and questioned their motivations and lack of substance. The newly formed Constellation Energy Company wanted to address these concerns and issues with a series of commercials that delivered simple, no-nonsense metaphors. Elegant symbolism builds throughout each with a graphic resolution that forms the company logo at the end.

You don't have to go to absurd measures to fly for free when you have the Capital One card in your wallet! This is the message Capital One uses to announce their rewards program, using an over-the-top portrayal of a family and a group of baseball fans who will go to great lengths just to fly for free.