Brand Promotion

With early COPD, doctors aren’t getting the full story. Smoking-related shame causes patients to downplay their symptoms, leaving HCPs without the insight to act early.

This brand-promotion campaign aimed to change that. Replacing the usual patient profile with a family chat experience hosted on a microsite, it revealed COPD’s hidden impact through private messages, giving HCPs the missing context needed to reframe silence as a symptom, diagnose sooner, and act earlier with efficacious treatment.

Judges Comments

Judges thought this was a beautifully crafted, digital-first campaign, born from the goal of helping HCPs to recognise the early symptoms of COPD, that uses social storytelling to great effect, drawing them into the lived reality.  The act of revealing these symptoms through messages, voice notes and shared moments within a family – usually hidden from the HCP view – is intimate, human and clinically purposeful. It encourages HCPs to appreciate the full picture of the impact of COPD on everyday life and reinforces the value of intervening earlier with ANORO.

The judges could see doctors really engaging and connecting with this piece, due to the genuine feeling that radiates from the honestly illustrated interactions that are interlaced with feelings of worry, fatigue, guilt, and everything in between. Judges saw the strength of this campaign lying not only in the masterful crafting involved in visualising the patient’s experience and journey, but equally in the original inspiration of the idea, which literally starts the much-needed conversation and dialogue in COPD space. Emotionally engaging and clinically relevant, this campaign makes the cost of COPD and the imperative of acting earlier impossible to ignore.

Tom Pullen, Porterhouse Medical

Oncologists deliver bad news 20,000 times in their careers. We set out to give doctors more chances to deliver good news by considering all their treatment options.

What we learned: Oncologists suffer from cancer too. When they break news of progression, they feel guilty and frustrated. Their treatment choice impacts patients and them.

“Collateral Cancer” is a deeply human film exposing the underrecognised toll cancer has on doctors. In the moment difficult news is delivered, we reveal in a surprising twist how doctors carry the weight of cancer, and how vital their choices are to patients’ lives – and their own.

“Don’t make them wait” was derived from a stark insight: 60% of patients with advanced kidney cancer don’t make it past the first line of treatment. In an intensely competitive landscape, standing out from the crowd meant boldly breaking convention.

We presented patients as melting ice sculptures, confronting oncologists with the truth that waiting to prescribe The Brand robs their patients of life. Pairing the powerful visuals with an immersive forced-perspective film, life-sized 3D ice figures, and portrait videos, our campaign spanned touchpoints and kept oncologists engaged.

The impact was undeniable: 72% reconsidered their prescribing approach and 88% felt new urgency.

This campaign transformed the faint lines of a positive pregnancy test into a powerful symbol of hope and fragility, creating an emotionally resonant platform that connected science with empathy.

Delivered consistently across digital, email, exhibitions and sales materials, the campaign built a cohesive brand identity rooted in reassurance and support.

Smoking cessation is a crowded market so we needed to develop a launch campaign that would cut-through the noise and focus on the product benefits.  Aligned with the UK government’s goal to end smoking by 2030, the campaign positioned our product as “the end of the world for smoking.” Using illustration and an apocalyptic metaphor, it stood apart from cliché-led category norms. This bold creative signalled strong efficacy, was differentiating, and established our product as a powerful solution for smoking cessation advisors tasked with ending smoking for good.

In oncology, case studies are typically data driven, leaving limited space for patient experience. This project reimagined the traditional case study by drawing on the deeply personal account of an internationally recognised oncologist and the journeys of two of his patients with liver cancer, Patrick and Phillipa.

Designed to resonate with a clinically focused audience, the films translate complex treatment decisions into emotionally engaging stories. Bespoke hand-drawn illustrations work in close harmony with the narration, creating strong visual impact and clarity of message. The result is a cohesive, compelling execution that humanises cancer care and highlights the real-world impact of treatment choices.

“Feel the Freedom” turned a stagnant product launch into commercial success. Using sharp insight and impactful creative, the campaign translated the benefit of BlueSeal – a groundbreaking helium-free operating MRI solution – in a way that resonated with an audience who previously overlooked it.

Through effective engagement strategy across paid, owned, earned and shared media, awareness of BlueSeal increased, reaching 2 million video views (2x target) and 52,670 broadcast views (5x target). Importantly, the campaign had tangible commercial impact, delivering substantial new revenue and increasing market share.

“Feel the Freedom” reignited internal momentum and set a precedent for product launches.

While dentists universally recommend better brushing, only 30% were confident their advice led to real improvement at home. This revealed a critical confidence gap and a huge opportunity for parodontax.

We understood dentists didn’t just need more data; they needed proof their recommendation would work in the real world. Our “Because you can’t be there when they brush, parodontax can” platform delivered that confidence, helping drive a 3-point increase in recommendation share and delivering real-world growth.

Non-healing wounds are an ongoing burden on patients, healthcare systems, and society. Requiring proactive, tailored approaches that address intrinsic and extrinsic barriers to healing. Our idea brings to life the reality that, under current standard of care, too many patients remain stuck.

Through powerful, emotionally charged imagery, we visualise the feeling of being held back on the road to recovery, reigniting healthcare professionals’ belief in their ability to make a difference by taking the initiative to treat their patients with more than just time. With PICO, they can help their patients get back on track with their healing journey.

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