This campaign for Velcade, the game-changing proteozome inhibitor for multiple myeloma, was conceived to refresh a brand facing tremendous pressure from market perceptions that newer competitors had more to offer patients. A significant challenge was taking advantage of recently published 5-year survival data without adding to the sense of a product past its prime.

 

I’m proud to have written a campaign headline that so neatly illustrates both the latest news about the brand and its long-term value to HCPs and their patients.

 

Potential for campaign refreshment was built into the concept, which allowed for a growing selection of patient portraits whose wrinkles literally convey stories of their ongoing quality of life. Please zoom in and read them for yourself.