EPCLUSA SECURE A CURE CAMPAIGN
The EPCLUSA Secure a Cure campaign is meant to empower HCPs to protect their communities by curing HCV in every person who injects drugs. Each person has unique health and lifestyle challenges that impact compliance and safety, ultimately putting cure at risk. The campaign imagery is highly symbolic, featuring a young woman on the road to recovery. She is guided by branded "guardrails" that help lead her to cure.
We developed multichannel marketing materials including a website, IVA, CVA, email templates and a congress experience.
CONCENTRIC AGENCY AD
The charge was a challenging one: create a campaign which clearly communicated that Concentric was the “specialist” agency and that they had the resources and talent to reach those who other agencies couldn’t. “Tracking the specialist” was an idea inspired by Teddy Roosevelt’s expeditions around the turn of the 1900’s. We used journal style language to give it an authentic look and feel and communicate that only Concentric could meet these specialist where they live.
EPCLUSA SIZZLE VIDEO
“The New Face of HCV” brought much needed attention to the fact that HCV wasn’t a baby boomer disease anymore. The video served as a call to arms for all agency partners to recognize the impact we had in helping HCPs identify and treat more injection drug users during the opioid epidemic which was spreading HCV like wildfire.
ZOLGENSMA CURE SMA EXPERIENCE
Spinal Muscular Atrophy (SMA) is a rare, progressive genetic condition that affects the motor nerve cells in the spinal cord and can impact the muscles used for breathing, eating, crawling, and walking. With this in mind, we wanted to create an accessible and imaginative booth experience for the brand’s presence at Cure SMA.
Step one was taking a selfie with an iPad. Next, they chose a photo filter, changing the background of the animation on the large video monitor. Their filtered photo was superimposed on a digital ball that rolled through the Rube Goldberg machine-inspired course on the monitor. When complete, a printout of their photo was delivered through a slot in the booth wall.
Because SMA affects a person’s development and movement, our goal for the booth was to bring movement to everyone who wanted to play.
The video to the left highlights Aniya and her journey with SMA and with ZOLGENSMA. This heartfelt portrayal powerfully showed the real-life challenges of SMA and her parents struggle to get ZOLGENSMA.
PROVIGIL CAMPAIGN CONCEPT
2 days before a pitch, the pitch team didn’t have the creative they felt comfortable with; then I read the headline, “Doze days are over.” It was met with immediate enthusiasm as it struck the exact efficacy tone the agency was soliciting. This became not only the lead concept, but the entire theme of the pitch. I still have the T-shirt the team wore.
FCB HEALTHCARE AGENCY AD
Personalize the unique brand-building ability of FCB Healthcare and improve their profile in the healthcare space as well. The first-person approach communicated that: if a brand could talk, they would choose FCB Healthcare.
ACUVUE CAMPAIGN AD
Optometrists are unusual in that they are not only doctors, but business people as well. They are responsible for the economic health of their practice and the physical health of their patients. Striking the right balance of showing how ACUVUE contact lenses could help them in both areas was a terrific challenge, but one that we were very successful in achieving.
ZARXIO CONFERENCE BOOTH
When times change, we adapt. Historically, Sandoz invested heavily in convention promotion. With the delay of a product launch, they found themselves in a position where they couldn’t take on the expense of a physical booth and came to us to figure out a work-around. We quickly developed several solutions, highlighted by “The Phone Booth” which allowed HCPs to immerse themselves in a virtual online booth experience and receive a customized detail on their phone or laptop.
FCB CURE INTERN VIDEO
This video was tons of fun. We spiced up the script with a host of one-liners to make it engaging and humorous. Choosing great voice talent and the right music helped give it that “caper movie” feel.
CONCENTRIC AGENCY CAMPAIGN
To communicate that Concentric was the “specialist” agency we decided to approach it from the perspective of how other agencies approached targeting. This concept elicited gasps in the room while I presented it. The owners wanted edgy and we delivered. Ultimately, it was deemed too edgy, but sometimes you have to take it to the limit to realize where the limit is.
ZYRTEC CAMPAIGN
Zyrtec was struggling to maintain its position as one of the most powerful allergic rhinitis treatments available. This simple campaign idea reinforced what many allergists knew, but forgot. Zyrtec redefined effective and while some competitors may claim to be effective, only Zyrtec is “Z”ffective. It’s simple, memorable and totally campaignable.
DEFLUX CAMPAIGN
Spoke very quickly to the benefit of relieving febrile UTIs utilizing a clever and effective play on words with a child playing out the ultimate benefit.
XYZAL SEASONAL NEWSLETTER
We created an allergy newsletter that educated and entertained sufferers through the use of facts, stories, and games. It won much acclaim and an Rx award in the process.
PFIZER NUTRITION CAMPAIGN
Pfizer Nutrition wanted us to communicate that their formula contained the exact right amount of each ingredient children needed to flourish. The better balance idea highlighted this idea in a Goldilocks sort of way; not too much, or too little. Just right.