For the unstoppable — campaign launch
Guys with hemophilia don’t choose their treatment regimen growing up, their parents and doctors do.
Now in their 20’s and 30’s they’ve aged out of restraint and want to treat on their terms, only when necessary, aka treating On Demand.
Brands don’t talk to On Demand guys because this treatment style isn’t reflective of the safe box mommy built for their little snuckums to live in.
Truth is, tons of guys treat this way because it lets them take control of not only their treatment, but their lives.
And that, is the Unstoppable lifestyle.
Knowing these dudes spot BS a mile away, we made sure every detail felt authentic, bold and ripe with independence.
Since day 1, this campaign has raised the bar of
how brands talk to patients in the Hemophilia category.
our Aim: break away from tired pharma tropes across social, web/video and print.
UNSTOPPABLE - SOCIAL CONTENT
As it goes on Instagram and Facebook, there’s always something better if you just keep scrolling. We knew that going into creating a social presence, so we made sure our content was worth giving everyone’s scroll-hungry thumbs a rest for a few measly seconds. To run with the big dogs on social, we leveraged modern design and animation elements to catch eyes and rewrite what it means to be a pharma brand on social.
Senior Writer: Justin Miller
Senior Art Director: Mike Pearson
Creative Director: Mike Beamer