McCann Torre Lazur (USA)
Project Title: Stelara Crohn’s Disease Booth
Client or Class Name: Janssen Pharmaceuticals, Inc. - www.janssen.com/us/
Despite many therapeutic options, managing Crohn’s disease is often frustrating for both HCPs and patients. The ups and downs of this chronic, relapsing, inflammatory condition are physically and emotionally taxing. Current biologic therapies eventually fail for the majority of patients, which only compounds the disappointment.
In launching STELARA® for Crohn’s disease, Janssen needed to convince HCPs that STELARA® is the biologic with the best chance at “getting it right the first time.” The solution? A unique “image within an image” technique, which personifies how a patient’s future is set in motion with STELARA® from day 1. This idea is summed up perfectly by the campaign’s headline: START STRONG, STAY THE COURSE. At the 2016 American College of Gatroenterology (ACG) Scientific Meeting, a unique cinemagraphic animation (stills with bursts of movement) was rolled out to bring the campaign to life. As a giveaway, attendees were invited to boldly jump into the vibrant new world of STELARA® by having their selfies superimposed onto the campaign artwork.
The results were as bold as the campaign itself: 3 months postlaunch, STELARA® for Crohn’s disease far surpassed its brand goals.
Chief Creative Officer:
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