AstraZeneca - Unbranded
Early detection, the newest indication in the brand
Since 2016, TAGRISSO has been the industry leader in advanced NSCLC treatment. Now, in 2021, they are the only targeted therapy in Stage IB-IIIA resected EGFRm NSCLC. So to get the pharma world excited, we had to probe with some unbranded material around the importance of early stage detection.
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Development & creation:
This campaign art was unique for AstraZeneca, we used an illustration style to be more visually stopping and less clinical. The thought behind this campaign was to mirror the late stage campaign and follow a similar layout, but give early stage its own flare and experience. Using much brighter colors, we explored the extent of utilizing flashlights/glows, to highlight content, and be consistent throughout all campaign pieces.
Execution:
Social ads
Both animated and static social ads were created to be used by markets that wanted them. We explored the realm of visually deceptive social ads to give the animated version more stopping-power. As the animation begins, the surgeon seems to be looking into the ad, then he steps into it to help the oncologist look for the mutation.
Banners
Both static and animated banner ads were created, and took full advantage of the flashlight effect to dance around the screen and distract web viewers. There were some heavy requests from the client here to use a lot of elements that we as a team advised against, but together we found compromise to make sure were were all telling the same story with this campaign.
An email template is also vital to this campaign, as there is a ton of new information about this indication that we will be vastly sharing with the pharma industry. Making sure that visually it fits our style guide, and is easily digestible and inviting was a main goal. This style closely resemble what was used in some of our print pieces in this campaign that I did not work on.
