CLIENT
AbbVie
Denise Campbell, Sr. Dir. Consumer Marketing
Mike Sullivan, Consumer Marketing Director - Rheumatology
Mia Hillsman, Product Manager II PsA
AGENCY
Kara Dugan, SVP, Group Acct. Director
Marc Ferrara, VP, Acct. Director
Alex Spak, Creative Director-art
Jill Danenberg, Creative Director - copy
Barbara Ringel, SVP, Strategic Planning Director
Intouch Solutions
Adrienne Gawlowski, Group Account Director
Spark
Brian Elrod, Associate Media Director
SUMMARY
Our challenge: get the undiagnosed to understand that their seemingly disconnected symptoms red, flaky skin and joint pain may be an inflammatory condition called Psoriatic Arthritis. We had to ignite information-seeking to get them closer to diagnosis. Our idea: Psoriatic Arthritis is like a double whammy, attacking both your skin and joints. Double whammy uses simple animation to personify the unsuspecting patient and the sequence of disconnected symptoms that attack inside and out. Double whammy connected with the audience, unleashing unprecedented website traffic, quiz completes and registrations among the undiagnosed.
