OLUMIANT -
Alopecia Areata
USA CAMPAIGN
Direct-to-consumer (DTC)
Client:
Eli Lilly US
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CD: Shawn Taylor - Chris Paleczny
ACD/Art: Ekaterina Goldberg
ACD/Copy: Frank Gillam
Art Director/Graphic Designer: Manuel Benitez
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Agency:
GREY New York - Toronto
Eli Lilly US
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CD: Shawn Taylor - Chris Paleczny
ACD/Art: Ekaterina Goldberg
ACD/Copy: Frank Gillam
Art Director/Graphic Designer: Manuel Benitez
—
Agency:
GREY New York - Toronto
Challenge:
Alopecia Areata, a surprisingly common condition, touches the lives of approximately 2% of individuals worldwide. Whether facing it, overcoming it, or poised to encounter it, a significant global community grapples with Alopecia Areata. In the United States, an astounding 6.7 million people are affected by this condition. Join the movement to raise awareness and support those affected by participating in the first campaign for the only FDA-approved treatment for Alopecia Areata.
Issue:
Alopecia Areata presents a formidable challenge as it manifests when the immune system turns against the hair follicles, resulting in hair loss that transcends age, gender, and diverse racial and ethnic backgrounds. Although the onset typically occurs in childhood, the variability in how and when it strikes renders the experience unique for each individual. This insidious condition not only leads to physical changes but also erodes self-confidence and blurs the identity of those who bear its weight.
Solution:
In crafting a compelling campaign that sheds light on the daily struggles individuals endure while managing Atopic Dermatitis, our aim is to vividly illustrate the lengths people go to in order to cope with this condition. We emphasize the transformative potential of "Olumiant" in alleviating these challenges associated with AD.
The campaign strategically positions "Olumiant" as a fresh and effective choice for gaining control over Atopic Dermatitis and relieving the tensions accompanying it.
Utilizing three creative scenarios, we metaphorically depict how AD affects individuals, prompting both physical and emotional retreat from the world. The narrative unfolds to reveal that through the use of Olumiant, individuals can emerge from this isolation, experiencing relief and living comfortably with improved control over their AD symptoms.
"CHANGE YOUR SKIN, NOT YOUR NATURE."
This resonant tagline mirrors the promise of Olumiant, empowering individuals to manage their AD symptoms while preserving their unique identities and vitality. The inclusion of circles as indicative elements symbolizes the precise locations affected by atopic dermatitis, progressively fading away with the application of Olumiant treatment.
The "Instinct" campaign establishes a potent connection with Americans facing Atopic Dermatitis, offering a transformative path to break free from hiding and embrace the world anew. It serves as a rallying call to liberate individuals from the constraints of concealment, fostering empowerment and resilience in the face of AD.
Services:
Digital
Social
Retail
Digital
Social
Retail
Photography:
Lightfarm Studios
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Industry:
Pharmaceuticals, Eli Lilly - DTC
Lightfarm Studios
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Industry:
Pharmaceuticals, Eli Lilly - DTC
