Finalist
Pharma & Medical-Craft
Craft - Illustration Campaign
| Entrant: | Area 23, an IPG Health Company, New York |
| Brand: | Jazz Pharmaceuticals, Unbranded |
| Title(s): | "Abstract - HER2.0 Poster", "Bold Type - HER2.0 Poster", "Escher - HER2.0 Poster", "Fluffy - HER2.0 Poster", "Geometric - HER2.0 Poster", "Glass - HER2.0 Poster", "Inflate - HER2.0 Poster", "Wave - HER2.0 Poster" |
| Corporate Name of Client: | Jazz Pharmaceuticals, Philadelphia |
| Client Company Senior Director of Marketing: | Ashni Parekh |
| Client Company Associate Director of Marketing: | Erin Page |
| Agency: | Area 23, an IPG Health Company, New York |
| Chief Creative Officer: | Tim Hawkey |
| Group Creative Directors: | David Alvarez/Matt Cohen |
| Creative Directors: | Diego Tórgo/Ben Delfin/Jen Alecci |
| Associate Creative Directors: | Renan Bulgari/Kristin Scheff Code/Matthew Davis |
| Art Directors: | Jânio Santos/Jerome Salac |
| Agency Group Copy Supervisor: | Molly Jennings |
| Agency Copy Supervisor: | Jeremy Gross |
| Agency Group Art Supervisor: | Brianna Kelly |
| Agency Editor: | Kate Barnes |
| Agency Senior Project Manager: | Julia Biondi |
| Agency UX Architect Lead: | Evan Spring |
| Agency Senior Product Designer: | Carly Robins |
| Agency Product Design Lead: | Peter Mylonas |
| Agency Account Supervisors: | Pamela Chaco/Castro |
| Agency Account Director: | Becca Sultan |
| Agency Illustrator: | Jânio Santos |
| Agency Group Management Director: | Jessica Richards |
| Agency Management Director: | Daniel Baron |
| Agency Strategic Planning Directors: | Mike Tannous/Evan Finkelstein |
| Agency Medical Strategy Directors: | Jesse Wright/Jane Radix |
| Agency Project Management Director: | Ashley Salzano |
Description:
For more insidious cancers, like gastrointestinal, these drugs have fallen short.
The lack of innovation across decades has led to a great loss of hope among US oncologists. Until now.
Jazz Pharmaceuticals is developing a new precision medicine, a next-generation HER2 inhibitor, that will finally open the promise of HER2 to gastrointestinal cancers.
As a new player in the gastrointestinal cancer space, Jazz Pharmaceuticals needed to establish its name. Competing against years of familiarity, brand recognition, and clinical, sterile advertising, we were tasked with creating a campaign that stood out among the clutter.
Our campaign, HER2.0, targets oncologists to generate interest and excitement for this next era of HER2 treatment. Oncologists claim to only care about science, but we know they see themselves as artists.
The campaign uses their inherent familiarity with anatomy and twists it into modern art. Coining the term “HER2.0” instantly lets our audience know this is the next generation of treatment beyond breast cancer.
We brought HER2.0 to life by reimagining the gastrointestinal tract through a series of posters featuring contemporary illustrations and a diverse range of techniques. Each piece features the phrase “HER2.0” alongside a creatively redesigned gastrointestinal tract, providing a unique visual twist on familiar pharmaceutical anatomy. Drawing from the brand’s color palette, we utilized CGI, hand-drawn illustration, and vector art to highlight the dynamic nature of this innovative cancer therapy.
Through 8 original posters, our use of various illustrative techniques tells the visual story of HER2.0. From textural patterns to stippling and hatching, the multitude of original illustrations visually arrest our audience. Our aim was not merely to illustrate the potential of this new kind of cancer therapy, but to design a visual experience that communicates its importance and transformative potential in healthcare.