Viberzi
Viberzi was a new medication for IBS-D, a condition that few people receive diagnosis for let alone like to talk about. Our job was to get people to self-identify so they could seek help. To do so, we introduced Irritabelle. She’s your body dealing with IBS-D. A lot like a difficult friend or roommate, Irritabelle unknowingly ruins plans and messes up your life.
But she’s not a villain or a monster. Irritabelle is a part of you. And after treatment with VIBERZI, her behavior improves—so the gut that used to hold you back now helps you get back out there.
"airport" :60 TV
"anniversary" "60 TV
"home" :60 TV
""office" :60 TV
"Intervention" disease awareness online video
Viberzi Website
"Irritabelle explains ibs-d"
ACCOLADES
Nuvaring
The Pill was introduced in 1961 and it hasn’t changed much in over 50 years. But life has. For the modern woman who doesn’t want to follow the status quo or be bound by a daily routine, we needed to show that there was an option that put them in control. “Break free from the pack” liberated women while at the same time allowed NuvaRing to stand apart. And the jingle? Well, that was hard to forget.
"break free from the pack" DTC tv
"break free from the pack" dtc print
we parodied ourselves with "Swim along" dtc tv
Toujeo
There are no shortage of diabetes medication out there. And each new entrant brings a modicum of improvement and benefits. Toujeo was no different. Late to the game, we had to develop a campaign that would help them stand out from the competition and find a home in the hearts and minds of consumers. The story practically wrote itself.
Praluent
For people struggling to lower their high cholesterol, it can feel like an unwinnable battle. Diet, exercise and statins don't always help. But Praluent is a completely new way to lower LDL cholesterol. For the first time in history, people can watch their numbers plunge fast, with little-to-no side effects. Welcome to the Fall of High Cholesterol.
Oxitec
Mosquito-born diseases like Zika, Malaria, and Dengue are real threats to suburbia. Science has found a way to alter the genetic makeup of mosquitos to prevent them from reproducing. But science can often be scary, especially when it's not understood. Our job was to make Oxitec's unique brand of mosquitos friendly and inviting so that parents would ask their municipalities to introduce them into their neighborhoods.
Syphilis vs Syphilisn't
When most people think of a sexually transmitted disease, syphilis isn't at the top of their list. But the fact is, since 2000, syphilis has been on the rise among homosexual men, heterosexual couples, and pregnant women. This campaign was designed to get these sobering and critical facts out there in a way that was emotional and memorable.
Abbott Freestyle
The trouble with most pharmaceutical advertising is it all looks the same. Turn off the volume or remove the logo from the corner and an asthma drug looks like a cancer drug, that person with high cholesterol could have diabetes. When it came time to create a new campaign for the FreeStyle blood glucose monitor, we wanted to avoid that trap. In looking at the competition, everyone used testimonials. And every message was so serious. But we quickly noticed that no one owned the most important part of the story – the hands. Our USP was the smallest blood sample size, which meant less pain. So we decided to separate ourselves from the competition by focusing on the hands.
Mammotome
It's hard to change behavior, especially if that behavior is from a surgeon. They're a little pigheaded, aren't they? When Ethicon Endo-Surgery introduced Mammotome, a minimally-invasive breast biopsy device, surgeons were reluctant to use it. The gold standard in procedures was to cut out the nodes, leaving a scar, but little doubt. So why should they change? Our insight: the patient. If we could convince women that Mammotome was just as safe and reliable as surgery, they may insist on it, sparing the scars and the uncomfortable recovery from surgery. Turns out we were right.
