Meetings, Events and Exhibitions
With grateful thanks to our sponsors
Skin City was an event held in Las Vegas. We combined live entertainment (a theatrical performance), branded content (the premiere of an animated video series) and scientific education (the medically accurate reimagining of a mechanism of disease).
The immersive experience dramatised the plight of cells and systems involved in plaque psoriasis. It explained the mechanism of disease in unforgettable style and introduced Dermavant as “the ones to watch” to 100 key opinion leaders in the dermatology space.
Judges comments
This innovative, evidence-based, immersive experience effectively conveyed the novel mechanism of disease and the importance of effective intervention in an impactful, memorable manner.
Being bold clearly got the audience talking and engaged — the execution was fantastic.
Original storytelling combined with a neo-noir graphic novel style creates a strong identity for this event. A unique and innovative way to show an MoD.
Merck wanted to re-engage HCPs with their two flagship oncology medicines that hit hard and intelligently target tumours. The proposition: Bring the fight against cancer to the 2022 ESMO Congress.
Inspired by rage rooms, the “Time to Target” experience armed HCPs with Merck-branded baseball bats and challenged them to destroy a larger-than-life tumour. Contact triggered an animation of the tumour exploding and revealed efficacy messages emerging from the debris. A speedometer inside the tumour converted HCPs’ rage against cancer into a high score, ranking them on a leaderboard. To finish, every participant was presented with their own bullet-time action replay.
Amgen’s mission is to serve patients, being underpinned by its values. One of these values is being ethical, which has a direct impact on Amgen’s sustainability approach. Last year, Amgen decided to approach congresses differently and engaged Production Bureau to deliver a sustainable solution inspired by COP26 for their exhibition presence throughout the year.
The series of eight exhibitions across the UK in 2022 used recyclable and reusable materials, living plants — which were donated to healthcare establishments after the events — and delegate-powered smoothie bikes to communicate the importance of a sustainable approach to Amgen.
This one-stop shop for delegates at BTS did away with the usual cold and clinical congress set-up.
The Conbreatheience Store didn’t just breathe new life into the congress experience, it breathed new life into clinicians’ approach — by ticking their treatment shopping list.
Breaking convention in every way to drive home different perspectives across the therapy area:
— A sea of corporate branding gave way to stark black and white
— Gravity-defying imagery took centre stage at the booth
— Bold and simple copy challenged physicians to rethink their perceptions
All designed to drive impact, draw attention to the commitment to smash through barriers in the space, and get people talking.
Managing secondary hyperparathyroidism (SHPT) patients who also have chronic kidney disease can often feel precarious for HCPs, with even small treatment decisions at risk of throwing everything off balance. To build awareness around this problem, we analogised our patient as a JENGA® tower, showing the ever-present threat of toppling over at any moment.
Turning “The Balancing Act” into a virtual challenge allowed HCPs at conference to see their treatment decisions play out in real-time, and to confer with peers congregating around the screen to learn how they could optimise their approaches.
