We presented concept ideas to the client based on the idea of treating the whole patient, not just the lesion. Here are some of our concepts.
Treat the person behind the patient— a man and woman are both seen peaking out from behind an obscructing view of their lesion. This image intends to be arresting and surreal.
My favorite of the finalists, this campaign “Made Possible by Erivedge” communicates what might be saved by removing these advanced lesions. Eskimo kisses, a game of telephone, things that require using these affected areas in an intimate way.
The chosen campaign, “Because you treat the bigger picture” literally frames the affected area in an artistic black and white, but shows the patient in full color, visually telling the HCP to look beyond the lesion
