Tygacil wanted to maximize their modest budget with a message that stood out from the ‘sea of sameness’, and be quickly read as broad coverage. By leaning into a classic formal family portrait, we were able to showcase a large diversity of pathogens in one memorable core image.
For patients with type 2 diabetes, a ”once a day” pill was the standard of care. Merck pipeline drug Zomari, took a big step forward with a “once a week” pill that allowed patients continuous flexibility with one simple dose. The use of a familiar pill sorter served as a visual framing device to showcase Zomari’s exclusive position as the ‘one pill that that really fits the active lives of patients.
Given that HCPs and their ALD patients alike have been at the mercy of donor searches or transplant rejection, there’s tremendous empowerment in the promise of gene therapy. This concept shows how finally, patients have the power in their own hands: as their own matches, and masters of their own destinies.
HERCEPTIN was a multibillion-dollar breakthrough therapy 25 years ago and is still an effective choice for numerous tumor types. Those are tough shoes to fill for a HERCEPTIN biosimilar trying to find a place in the market. ONTRUZANT needed to stand out. It needed to convey a sense of modernity without compromising the heritage of HERCEPTIN efficacy.
The glorious sense of relief shared by Xolair patients “was nothing less than miraculous.” For anyone who’s suffered from severe allergies, they know this is not an exaggeration. The use of stained glass to illuminate patient portraiture in their moment of “rapture” fit the spirit of what Xolair believers described as a pulmonary awakening.
Starting a successful treatment regimen for adolescent ADHD is challenging enough. New once-daily liquid formulation Quillivant was was introduced with the use of a giant spoon, a literal and figurative springboard for kids to get back in the swing of things was a seamless way to announce their differentiating and welcome news.
Pain-reliever Embeda wanted to distinguish themselves as a powerful medication that can offer HCPs confidence knowing less likely to be abused. Once the capsule is broken, the pain relieving efficacy is reduced. Images of powerful contents being rendered inert served as a quick visual analogy to communicate a diminished risk of abuse.
Reasanz was the working name for an Acute Heart Failure drug whose aim was to bring heightened awareness around symptomatic treatment in the ER that can gravely effect other organs down the road. A “Save The Organs” global campaign highlighted the urgency by leveraging an urgent philanthropic tone and borrowing from endangered species graphics. A matching donation from Merck on a global tracking site encouraged HCPs to give to the organ charity/organization of their choice.
Rum has long been considered a staple of fruity concoctions adorned with tiny paper umbrellas. Our assignment was to elevate the status of rum from fruity concoction to that of true cocktail--a drink you’d share with your “peer posse.” From this was born the Ultimate Peer Posse: The Bat Pack, a concept based upon the Bacardi family crest which features a bat. The first round of bats espoused the attitude of Deano, Sammy and the gang. The second incarnation were more human and ultimately were more market-friendly.