Product Brand Campaign
With grateful thanks to our sponsor
This campaign is an original story about healthcare professionals who are (unknowingly) stuck in the past. Still using treatments from the 1960s to manage hyperkalaemia, while unaware of a more modern medicine, because they’ve been living under a rock. Literally.
A film, banner adverts and a “rock in a box” direct mail drove our audience to a peer-to-peer website to find out more about the modern medicine.
Judges Comments
“Under a Rock” was a fantastically executed concept, centering around a beautifully shot video. The campaign had a clear objective to highlight the ever-present challenge of guiding HCPs to consider updating their practice, but without coming across as too provocative or aggressive in tone. It had a clear call to action, encouraging HCPs to connect with a peer who could advocate newer treatments for hyperkalaemia, and who would have first-hand experience of using Lokelma in their own patients
The judges were highly laudatory of such bold messaging, which is so rarely seen directed towards HCPs. The multiple channels that were utilised to deliver the narrative were all effective, with a centrepiece film that struck judges with its cinematically stunning execution and lasting payoff. They especially liked the rock delivery, appearing as a cheeky tactic to push a further message of “leave no stone unturned.”
From taking a brief to “create FOMO” this campaign found a daring, yet charming, way to achieve the aim and most importantly, drive the all-important peer-to-peer connection. As one judge said, “Our industry is in need of more bravery—and boy, you can’t say this isn’t brave.”
Chris Huzzey, Cheisi
To educate patients and pharmacists on the importance of patience and perseverance in nail treatment, we needed a friendly face. So, we enlisted the help of an animal with prominent nails and a famously slow-paced approach to life: a tortoise. Named Ted.
Starring in his own animated campaign inspired by the classic tale of “The Tortoise and the Hare” he reminded our audience that in the race to get clear nails, we all need to take treatment slow and steady.
When Pharmanovia took over a bone treatment that was facing tough competition, we were asked to create a global campaign that would set them apart.
Through research, we discovered the product’s unique advantage: it contains the most active form of Vitamin D, which starts working immediately. This insight led to a campaign showing how it rebuilds strong bones and helps people return to living life fully.
Our creative, which has successfully launched in five languages, features 3D bone carvings depicting patients enjoying all their favourite activities such as hiking and cycling within the very bones that are now able to support them.
In 2023, Infanrix Hexa celebrated 20 years of protecting babies, with 64 million babies protected across the world.
To mark this milestone, we launched “Protecting Fantastic Futures”—a global campaign showcasing Infanrix Hexa’s reliability. Vaccinated children imagined their futures through drawings and stories and we turned them into the visuals of the campaign.
By highlighting 20 years of trusted data, the campaign empowered healthcare professionals to choose Infanrix Hexa with confidence, ensuring children stay protected, grow strong, and turn their wildest dreams into reality.
THE HARD PART
25 years ago, Viagra fixed erectile dysfunction. Except it didn’t, really.
An hour’s wait for Viagra to work, even longer if you’ve eaten, means sex ends up more about planning and less about passion.
THE GETTING HARD PART
Hezkue puts the active ingredient in Viagra in a spray. So it gets to work in minutes. Making getting hard, easy.
The campaign showed HCPs that when their patients are feeling the electricity, and when the sparks are flying, only Hezkue lets them make the passion happen.
No planning, no scheduling—when the sparks fly, their patients are ready.
The Beauty of Half the Gadolinium Dose
Over 95 million MRIs are performed annually, essential for detecting life-threatening conditions. Traditional gadolinium-based contrast agents (GBCAs) pose potential risks to patients and the environment due to their high gadolinium content, forcing doctors to choose between image quality and safety.
Guerbet’s ELUCIREM removes this compromise—delivering the same diagnostic precision with half the gadolinium.