Assignment: In the fall of 2018 Insmed launched the first FDA-approved treatment specifically designed to take down MAC lung disease—ARIKAYCE. We needed to create a branded campaign that would make ARIKAYCE top of mind for HCPs treating MAC lung disease.

Strategic Problem: For far too long patients with MAC lung disease have been fighting a losing battle. Because there was no treatment specifically designed to combat the debilitating effects of MAC lung disease, patients were forced to try and get by with a series of random and ineffective generic drugs. That is, until now.

Creative Solution: In order to solidify the purposeful design and powerful efficacy of ARIKAYCE in the minds of doctors, we created a campaign built on the fundamental belief that for even the most deadly villain, there is that one weapon that is specifically designed to destroy it.

Now, with the arrival of ARIKAYCE, doctors finally have a weapon in their arsenal to take down a hard to kill villain that has been wreaking havoc on their patients for years—MAC lung disease.

Winner: 2019 Clio Health Awards, Print, Print Technique (Pharmaceutical); 2019 Global Awards, Print Technique (Bronze), Out-of Home (Bronze); 2019 Med Ad News Award, Best Professional Print Campaign