Bold Healthcare Campaign for Gilenya

Bold and empowering.

 

These qualities are at the heart of Novartis’ patient-centered creative campaign for its Gilenya brand called “HEY MS, Take This.”

 

The campaign, created by Draftfcb Healthcare, is inspired by an outpouring of stories about the positive impact Gilenya has had on the lives of its users. Gilenya is the first oral disease modifying therapy for people living with relapsing forms of Multiple Sclerosis (MS). Prior to this revolutionary pill, the only treatment options patients had required regular injections or infusions. Not only does Gilenya reduce the frequency of relapse by 52%, but the pill integrates better into the busy lives of those who are effected.  It also provides a platform for patients to take a stance against the disease.

 

 

As a healthcare campaign, the print ad and web video (above) use a bold tone, colorful language and visuals which are unique to traditional pharma ads. In addition, this is the first time a pharma brand is engaging an extensive suite of social media channels which includes Twitter, Facebook and YouTube to empower the community of MS patients to share personal struggles and experiences while, essentially, telling the disease to take a hike.   

 

Credits

 

Agency: Draftfcb Healthcare

Chief Creative Officer: Rich Levy

Creative Director: Mike Devlin

Art Director: Dan Krippahne

Copywriter: Betsy Mansfield

Account lead: Sarah Hall

Agency Production: Terry Debonis

 

Production: Bully Pictures LA

Director: Greg Maya

Executive Producer:  Jason Forest

Producer: Jason Wolk

 

Editorial: Hooligan Editorial NY

Editor:    Eric Carlson

Assist Editor:  Zach Hinden

Executive Producer:   Rosemary Quigley

 

GFX:  Tanq NY

Flame Artist: Alex Catchpool

Producer: Beth Fitzpatrick

 

Sound: Just Joe Audio

Engineer:  Joe Vagnoni 

 

Music: Tonal Sound

Alex Lasarenko