Strategic problem: When it comes to treating bone complications that can arise when cancer spreads to the bones, XGEVA is the clinically superior treatment. The problem is that while HCPs know this, they don’t really care.

When it comes to choosing a treatment to protect the bones, they pick the path of least resistance and prescribe the cheaper—and less effective—generic treatment.

They just don’t see the value of XGEVA.

Creative solution: In order to change how HCPs perceive the value of XGEVA, first we needed to change the way they perceived the value of their patient’s bones.

The bones are the foundation of everything we do. Our bones tell a story about who we are, what our dreams are, and what keeps us going. For a person battling cancer, those things are so incredibly important. They provide the motivation to get up and fight every day.

We drove that idea home by creating 3D CGI sculpture of key bones that can be affected by cancer, but with a twist.

The bones in these sculptures are made up if the things that inspire, motivate, and drive these patients forward—be it their love of flowers, or music, or their passion for restoring a classic car—helping HCPs understand that when they protect bones, they’re protecting a lot more than bones.

Winner: 2022 Med Ad News, Best Digital Physician Campaign; Finalist for Best Professional Print Campaign; 2022 Creative Floor Awards, Best Art Direction, Best CGI; 2022 MM&M Awrads, Finalist for Best Digital Initiative for Non-Consumers.