Living with psoriasis is a battle not just of the skin but of the soul. Sufferers navigate daily life under the weight of physical discomfort and the unseen burden of societal stigma.

Enter the launch of Bimzelx. Bimzelx alleviates the physical symptoms and, by extension, the emotional pain. To amplify this message, UCB launched the "Get Yourself Back" campaign during the recent Academy Awards broadcast, marking a significant effort to reach out to the psoriasis community, encouraging them to reclaim their lives from the shadows of this chronic disease.

Problem: Pre-exposure prophylaxis, or PrEP, is highly effective for preventing HIV when taken as prescribed. However, staying compliant with a daily pill can be challenging.

Solution: Create an integrated, dynamic, unbranded platform that informs this switch target of their evolving PrEP options, which now includes a convenient injection vs daily pills.

In addition to digital content that both entertain and inform, this OOH effort continues to run each year during Pride Month in NYC, LA, SF, Chicago, Dallas, Miami and Philly. The creative was designed to be in keeping with the spirit and celebratory nature of the events.

Results: This multi-channel effort had over 50 million impressions during its run, and 182,000 site visits in August, the highest month ever.

The lack of more widespread PrEP adoption is one of the causes behind the roughly 37,000 new cases of HIV each year in the U.S.

Solution: Given his visibility and history of HIV advocacy, we recruited Queer Eye star Karamo Brown to host “People Talk PrEP,” a series of conversations about sex positivity and sexual health to help reach the multiple communities that could benefit from PrEP - gay men of color, gay men in general, transgender women and also cisgender women.

The HIV prevention category hasn’t had an innovation in 10+ years. Now, with Apretude, the first and only long-lasting injectable PrEP, not only do sexually active people have a more convenient option, it’s also the first PrEP approved for cisgender and transgender women.

Problem: More people suffer from Epidermolysis Bullosa, than from ALS or Cystic Fribrosis, yet EB is the worst disease you’ve never heard of. It affects the skins connective tissue of children at birth.

Solution: Create a campaign that puts a spotlight on EB and the families who are struggling to live with it. The video assets created have been successful not only in building awareness but they continue to be shown in the White House and on Capital Hill to elected officials in the Senate and congress to influence legislation for more funding.

The work was featured in a TEDx Talk in London.

AWARDS:
• W3 for Best Online Video Documentary
• AdAge Marketing Impact Award
• Clio Health: Disease Awareness
• Impact Award Video Campaign of the Year (Gold)

How could Coppertone re-establish itself as the sun-care authority?

Solution:
Create the Coppertone DermaPhoto booth, the brand’s first multi-channel campaign to help bring awareness to the hidden damage the sun can cause, and demonstrate Coppertone’s leadership in the category.

How can Volvo, a brand not known for power and performance, introduce their most powerful SUV ever, the Volvo XC90 V8?

Solution:
Launch a multi-stage integrated campaign, BoldlyGo, with a Super Bowl commercial and promotion that builds awareness and credibility of Volvo’s entry into the V8 category.

Turning stigma into a point of pride is no easy task, particularly for people who are struggling with HIV. Yet this unbranded website helps them achieve it with flying colors by showing how dealing with an HIV positive diagnosis can still lead to living A Positive Life. And a 400%+ increase in visits since the relaunch speaks to the highly positive results.

How do you launch a new line of insoles for women across multiple platforms?

Solution:
Create an engaging digital property, the Shoe Meanies. Then leverage the massive social following of an extremely relevant celebrity, Heidi Klum, and encourage women to create their own Shoe Meanie designs and share them.

As cardiovascular diseases continue to rise, how can Vascepa shake up their hesitant target to seek out a better, clinically proven treatment?

Solution:
Create a fully integrated platform that gives this apathetic audience something to celebrate: less risk and added cardio protection with a pill that’s clearly different.

DTC Perspectives Award: Best New Brand or Indication TV

How can Afrin, a nasal decongestant new to the Russian market, capture the imagination of Russian consumers, in a category already saturated with 56 competitors? 

Solution: 

Use Vertical Wind Tunnel Flying, a popular and trending sport in Eastern Europe to tell Afrin’s unique, No-Drip, gravity defying story. This fully integrated campaign was launched with a YouTube video, website, Pre-Roll and a TV commercial. The results were impressive. Unit sales were up 160% in the first year, and Afrin became Bayer’s best selling brand even during a Russian economic downturn.

How can the allergy category leader leverage a seasonal allergen attack like no other and do it as quickly as the pollen count rises?

Solution:
Create a fully integrated digital platform in two weeks that helps Claritin own the phenomenon and get Allergeddon into the social conversation and the media vernacular.

Patients with severe asthma don’t have a name for what they have. All they know is that what they’re experiencing is frustrating, relentless, scary and debilitating.

Solution:
Create a campaign that elevates these emotions and frustrations around severe asthma and show our target they are not alone. Whatever they call their asthma, Nucala can treat it.

Gene Simmons as Brave Heart, Eminem rapping across the Delaware, and Lady Gaga sewing a flag for a new nation. These images of rebellion and independence are at the core of this campaign for Live Nation... One Nation Under Music. We tried to go much further with a branding project than they were ready for. So, we did a lot of work for a little result. But they are using the tag line we developed.

Challenge:
How do you launch the first, once-daily, COPD treatment with 3 medicines in a crowded category?

Solution:
Introduce the Power of 1-2-3. This campaign for Trelegy came alive in a series of firsts – the first use of Google’s Director Mix media units, and the first pharma takeover of the YouTube masthead.

DTC Perspectives Award: Best New Brand or Indication Website (silver)

The key to a successful integrated campaign is in developing a series of touchpoints that work together to deliver a cohesive brand experience. During my 12+ years at Havas Tonic as Digital Marketing Director, I guided several teams and disciplines to extend brand platform concepts across several channels. This video highlights some of our best efforts.