Don’t Wait, Nplate
Task: Historically, healthcare professionals treating immune thrombocytopenia (ITP) cycle through a myriad of lesser drugs in the hope of achieving disease stability for their patients. Now, new data suggest that prescribing Nplate earlier in the treatment paradigm not only provides improved platelet control but also gives patients their best shot at treatment-free remission. The campaign had to communicate one simple idea: putting patients on Nplate sooner is their best chance to get them off treatment and back to enjoying life.
Execution: To communicate the idea of speed—the faster an HCP writes a script, the faster their patient can achieve treatment-free remission and get off Nplate—we merged the familiar environment of the exam room with the location where the patient truly longs to be. To heighten the believability of this concept and to make it more memorable, we worked to achieve everything “in-camera.” From real grass, trees, dirt, and water, the set was intentionally designed for the audience to feel completely immersed in the patient’s dream life.
Result: Our campaign was featured in Lürzer’s Archive. It also won 2 Bronze Clio Awards and the Best Rare Disease Campaign category at the Med AD News MANNY Awards.
My role: My art partner and I pitched this visual idea and tagline in the early days of internal concepting. We perfected the copy and visuals over multiple rounds with our creative directors and saw the campaign through to production.
Roughs
