There is no denying the opioid epidemic happening in communities across the country—the staggering statistics speak for themselves.
In an effort to reduce the potential for abuse, many new prescription opioids, including OXAYDO, are now developed with formulations intended to discourage the most prevalent forms of abuse. While doctors certainly appreciate these abuse-deterrent options, many continue to prescribe the same easy-to-abuse generic opioids that they always had.
Why? Most doctors were quick to deny that patients were abusing opioids under their watch.It was a serious problem involving an even more serious issue.
We took a unique approach when developing the OXAYDO campaign—a community-centric one. Instead of solely focusing on the brand, we focused on the bigger picture: the opioid epidemic itself, specifically, how an opioid prescription affects the entire community.
By creating powerful imagery using crushed opioids to form a cityscape, and some compelling statistics about abuse, we brought to life a harrowing reality that is often overlooked—what happens when an opioid prescription falls into the wrong hands of a friend or family member. Through this approach, we demonstrated to doctors that even if their patient is not showing any signs of abuse, it could still be happening close by.
With this campaign we successfully cemented OXAYDO as a leader in the fight against opioid abuse, and empowered doctors to make a difference in the communities that they care about most.
For such a serious issue, it was nothing less than a serious success.
THE CLIENT ASK:
Draw attention to a new understanding of the roots and treatment of dyspareunia: painful intercourse associated with menopausal VVA.
Despite the impact on women’s lives, this condition has been under-treated by HCPs due to patient concerns about the safety of estrogen, the primary therapeutic option.
Our mission: introduce new learnings (and condition the market for a new therapy) for the role DHEA plays in the condition and treatment.
Created a provocative, interactive conference experience, designed to engage HCPs and enroll them in ongoing CRM.
Developed a companion website that focused on the physiology of the condition; the sex hormone (DHEA) mechanism by which it is manifested and the science behind reversing the condition.
Promius Pharma, a subsidiary of Dr. Reddy’s Laboratory, is growing fast. With a burgeoning product pipeline full of innovative products in both dermatology and neurology, Promius Pharma understood that they needed to refurbish their brand to better-reflect where they were heading as a company, and highlight their exciting potential in both categories.
The challenge was to carve out a spot in the competitive landscape, and put their stake in the ground by creating market value; the goal was to win mindshare, and become the company synonymous for innovating and life-changing medical solutions.
It soon became apparent that this required more than just a brand refurbish. It required a complete brand overhaul.
The rebranding of Promius Pharma centered around the creation of a new tagline that served to humanize them and highlight the inspirational mission that they set out on years ago:
The Power of Humans Being.
This tagline embodied the essential human promise, and created an upbeat and ownable language that celebrates people. “Human Beings” are one thing, a known entity. “Humans Being” took Promius Pharma into unexpressed and unexpected territory.
From there, a look and feel was developed to visually marry Promius Pharma with their patient-centric approach to medicine and innovation.
The end result was a clean, modern, and empowering brand experience that now thrives on promiuspharma.com.
It’s a bold new look for a brand that has never shied away from being different from the competition.
For nearly a decade there have been few new therapeutic innovations for treating migraine, and modern migraine patients remain largely dissatisfied with the treatment options that have been provided. While needs-assessed accredited medical education has an essential in role changing clinical inertia, for most accredited medical education programs, the traditional approach to engaging healthcare learners has been one-way, non-personal promotion of encyclopedic information. This approach has resulted in relatively low involvement, limited absorption and recall of information, and a predictably negligible impact on improving patient outcomes.
To help healthcare providers learn about and participate in innovative, performance-improving CME activities, we knew we had to breakthrough the medical education malaise and realized that the actual look and feel of medical education recruitment communications had to be changed to challenge the status quo.
Reconsider the Migraine Body of Evidence: Through visually engaging personal promotion at key medical associations, live events and with an evocative email campaign, we set out to renew interest in learning about modern migraine therapy. The voice and personality had to changed and to become more human and inviting. Information about key pain points were shortened to be interesting quick reads. Visual appeal was pumped up via bright colors and bold titles.
Overall, Reconsider the Migraine Body of Evidence has been introduced to over 4,500 healthcare professionals, with nearly 1 in 4 engaging in educational activities.
This was just the beginning of TheLadders journey into the Mobile world. The new consumer experience is fully responsive.. We decided to use this innovative CSS approach because of our high mobile use by current TheLadders members. The scrum team that built the experience from scratch was a solid team of one UX Designer, one Art Director, two Front End Developers, two Back-end developers and one dedicated Product Manager. They ideated, designed and developed in 3 months using Lean UX and Agile.
Not all migraine attacks are created equally. Some are mild, while others are severe; some migraines are accompanied with nausea, while others are waiting for you when you wake up in the morning. Unfortunately, many migraine sufferers view each of their attacks as equal, and as a result, they attempt to treat each attack the same way: with a pill.
The truth is, different types of migraines call for different types of treatment. With the development of ZEMBRACE SymTouch, Promius Pharma needed to get this message out to migraine sufferers and inform them that just as their migraines vary, their choice of treatment should vary as well.
To educate to migraine sufferers and show them how not all their attacks are the same, we developed an unbranded campaign featuring 4 “migraine monsters”, each one personifying a different type of attack: migraine with nausea, morning migraine, quick hitting migraine, and severe migraine.
We then brought these migraine monsters to life in puppet form, complete with voices, personalities, and a penchant for pain! Through a series of entertaining videos uploaded to Facebook and YouTube, we used the monsters to demonstrate how different types of migraine attacks can interfere with everyday life. Each video encourages viewers to visit notime4migraines.com to learn more about their migraine treatment options, eventually leading them to the ZEMBRACE SymTouch promotional site.
Over time, migraine treatment options have evolved, but unfortunately, speed of migraine relief has been compromised in favor of convenience.
Doctors prefer pills over injectable pens when it comes to treating migraines, which is an unfortunate truth for patients seeking fast relief for their attacks, or who are suffering from migraines with nausea that prevent them from taking their pills.
The challenge was to change that mindset with the introduction of ZEMBRACE SymTouch—a simplified, 3 mg sumatriptan pen that features one of the thinnest needles in the market and delivers fast, powerful migraine relief.
The solution? A simple campaign. Literally.
Through the use of simple exclamations enthusiastically punctuated by the ZEMBRACE SymTouch device, a pen-centric campaign was created to stir up excitement around this exciting treatment for both physicians and patients alike.
For physicians, it was about highlighting how “Simple!” this easy-to-use device was, and how it was also a simple solution for the difficult complaints that migraine patients have had for years regarding oral treatments.
For patients, it was about highlighting that “A-ha!” moment, when they finally find a migraine treatment that provides them with the relief that they’ve been searching for.
For Promius Pharma, it was a successful entrance into the neurology category. To date, the campaign continues to drive sales while encouraging physicians to see migraines differently. It’s as simple as that.
Both Delta and American Express asked the team to develop a campaign to promote the Delta’s newly strengthened presence in New York City and a new direct route to Seattle. A coast versus coast competition seemed like a natural fit.
We created the #GoTo Instagram Campaign where New York and Seattle would face off to help support two local Junior Achievement affiliates. $50,000 was up for grabs, but it was up to users to decide how these cities divide the dollars. “Votes” were secured in two ways: either someone clicking on a photo from either New York or Seattle, or someone submitting a photo with the city’s hashtags. Both actions contributed to the city’s total score.
The campaign proved to be a great success in brand engagement for both brands. Over 500,000 photos were hash-tagged and the site had an average session duration of over 7 minutes.
The Little Remedies children's medicine brand wanted to promote their brand's new message of "Everything They Need, Nothing They Don't". The team pitched a simple program designed to challenge parents to take an important pledge to "Say Yes to Less".
Little Remedies promised to donate $1 to the Make-A-Wish Foundation for every person who signed up to take the pledge, up to $100,000. Families were encouraged to go to www.SayYes2Less.com and take the pledge to simply "Say Yes to Less" of the things their children don't need to live happy and healthy lives. The simple pledge focuses on the things we need less of in our families' lives: less sugar, less waste, less distractions, and less negativity.
Participants will also be able to track their pledge progress at www.SayYes2Less.com – each daily check-in will be an entry into a sweepstakes to win $2,500. The family-focused pledge and the Make-A-Wish® Foundation donations are in line with the Little Remedies® philosophy: "Everything They Need, Nothing They Don't".
Chase Ink, Chase's Small Business Credit Card is constantly fighting a uphill battle competing with American Express' OPEN Business Cards. OPEN's Small Business Saturday and Shop Small campaigns are heavily-funded and very well received on the business-side and Card Member side.
Chase Ink asked for a social media campaign that could set them apart from American Express.
Instead of creating a social media campaign, we created a "movement".
An interesting fact was discovered — on average 67% of money spent on local merchants stays local. This lead to "Small Business. It's everybody's business." We spent a week creating a full suite of social media monitoring tools and offline materials designed to empower local merchants to declare that "[Town] is my business". We also created a TweetMatch, social media contest, for locally-minded celebrities to drive awareness.
In the second phase of the movement, small merchants and their communities could raise money for public projects just by sharing their favorite local merchants on social channels — each social declaration would equate to money from Chase Ink for a local project.
These are my favorite and most awarded Television Commercials.
I've directed and created videos and TV spots for these top brands like: Air Wick, American Express, Coppertone, HBO, Pfizer's Liptior, Subway, TheLadders.com and Time Warner Cable.
Chase Private Client is exclusive sub brand that intersects between JPMorgan Chase & Co. The client enjoy a personal banking concierge from Chase and an investment advisor from J.P. Morgan.
This important sub brand wanted to focus on a high-end and luxurious look and feel that mimics the real Chase Private Client customer experience. The site design successfully promotes the dedicated team ready to meet the customer's private banking needs.
Job boards are on life support. The Monsters and CareerBuilders of the world don’t know it yet, but they’re zombies. TheLadders saw this coming. So we needed to change. Adapt. Become something… more. But how?
The answer: Let’s be more helpful. Let’s do the work for the job seeker. After all, most people are experts at doing their jobs, not finding a new one. What about us? We are experts at exactly that. We have the knowledge to really help them make the right career moves. So let’s take personal help to another level and become a job-matching service.
At the end of the day, it meant that we were doing more for you, because we’ve dedicated our jobs to advancing our customers’ careers. After countless focus groups, research, brainstorms, and hours spent plugging away at the keyboard, we had it.
At TheLadders, “Your Career is Our Job.”
That’s what we’re about, that’s who we are. The new tagline truly resonated externally and internally.
But a tagline was only the beginning. As a company, we needed the brand and it's message to come through every interaction with customers. First, that meant building a responsive website for users for easy access to jobs on any device. Second, supportive and ground-breaking insights and content from career-focused leaders. And third, we needed to stop thinking online only and allow job seekers to meet the experts through events and conferences.
To help promote TheLadders opening our services to professionals of all levels, we spent the day shooting our CEO Marc Cenedella giving career advice to job seekers at the South Street Seaport in NYC. But to make things more interesting we did it in a cab — TheLadders CareerCab.
The event was a great success and the creative team did a great job designing the cab, shooting the footage, promoting the event with tweets, and producing cool give-aways.
Creating an agency brand is one of the hardest things for an agency to do. There are tons of opinions inside the agency and lots of passion behind each opinion. When I first joined BoomBox, the agency and our site talked about ROI and Customer Engagement and Innovation — all the right terms for a PowerPoint presentation but not very inspiring for a creative and strategic agency.
We grabbed a diverse and opinionated group of people in the agency to find our agency voice and attitude. Over a series of design studios and messaging sessions a very clear and dominant message kept appearing. We all decided we needed to embrace our BoomBox name and the powerful tone and weight the name brought with it. That’s where “We turn brands up” was created.
The new tag/messaging gave the agency and everyone working there a new sense of belonging and shared direction.
AMC came to TheLadders to help promote their show The Pitch.
The creative team decided the most natural approach to partnering theLadder and The Pitch would be to have each agency share their unique "evaluator pitch".
TheLadders stopped by the participating agency offices and spoke to the agency leaders about their agencies, each agencies pitch experience, and what life is like at their shop. We didn't ask him about the outcome of The Pitch but these videos are a great insider's look into the life of agencies.