| Title | WELCOME TO MAVENCLAD |
| Brand | MERCK |
| Product/Service | MAVENCLAD |
| Category |
E01. Prescriptions - Branded Communication |
|
Entrant
|
McCANN HEALTH London, UNITED KINGDOM
|
|
Idea Creation
|
McCANN HEALTH London, UNITED KINGDOM
|
|
Production
|
STUDIO AKA London, UNITED KINGDOM
|
Credits
| Adrian Parr |
McCann Health |
Executive Creative Director EMEA |
| Matt Turrell |
McCann Health |
Executive Creative Director |
| Gianpaolo Palombella |
McCann Health |
Creative Director |
| Andy McGuinness |
McCann Health |
Creative Director |
| Steven Woodliffe |
McCann Health |
Head of Design |
| Bradley Godolphin and Tim Jones |
McCann Health |
Creative Team |
| Gabi Cutayar |
Mccann Health |
Business Director |
| Shane Biason |
McCann Health |
Account Director |
| Michael Le Brocq |
McCann Health |
Planning Director |
| John Wiltshire |
McCann Health |
Scientific Strategy Director |
| Sam Griggs |
McCann Health |
Senior Planner |
| Kathrine Bradley |
McCann Health |
Senior Project Director |
| Robin Easterby |
McCann Health |
Senior Project Manager |
| Claire Colohan |
McCann Health |
Producer |
| Marc Craste |
Studio AKA |
Studio AKA Director |
| Manddy Wyckens |
Studio AKA |
Studio AKA Art Director |
| Gergely Wootsch |
Studio AKA |
Studio AKA Art Director |
| Sharon Titmarsh |
Studio AKA |
Studio AKA Producer |
The Campaign
Mavenclad’s unique way of working means patients experience a break from the burden of their treatment and of the disease itself. With this in mind the idea of depicting that experience taking inspiration from classic art deco holiday posters from the 1930s and 1940s we created a whole new world, a new destination, a place to enjoy a holiday from MS. As our characters drive through this beautiful crafted world, they can feel back in control of their disease and their life. Every element of the film is curated to create empathy with the audience and let them want to be there as a holiday advert for a beautiful place would. This was also reflected in the music choice and with typography to build on the theme.
Creative Execution
We worked with an award winning animation company based in London, to create a unique style and story. After immersing ourselves into the world of the art deco holiday posters, we identified the language to create something that would have had the same feeling but with a modern twist. The whole process took about two months going from script to final animation trough 3d modelling, coloring and lighting. The film was launched at an internal congress in Madrid and then localized by each launching country. It currently lives on the Sales Aid, Website, Banner Ads and it’s used in Congresses.
MAVENCLAD has launched in the first two countries, Germany and the UK, in late September and since then has had a huge impact with the prescribers. Due to short amount of time it has been available, we have no sales figures yet but one marker for success is the 100% commitment from ALL local markets to adopt the campaign including Canada, Australia and Europe later on this year.
The film is the essence of Mavenclad – a new treatment for MS. It doesn’t just advertise the product but it conveys the full spirit of the brand. Being the launch film for this new product on the market the film not only had to inform the benefits of the product but also display its essence in a novel and entertaining way to capture the brand’s spirit.
The promotional landscape in MS is homogenous, typified by lifestyle shots of models posing as people with MS in idealised settings.
We knew that MAVENCLAD needed a distinctive campaign which would cut though the noise.
However, we also believed that there must be a deeper insight into MS than falling into the “let’s hike through the mountains” photographic lifestyle clichés.
Our underpinning insight for the campaign idea is that people with MS don’t want to do anything extreme, they just want to go about their lives and not be defined by their condition.
People with MS want to live their lives simply, without continual reminders of their condition.
MAVENCLAD uniquely offers the chance to live a life as close as possible to one without MS.
Our strategy is to communicate this simple truth elegantly but with outstanding distinctiveness and highlight the drug’s almost “magical” qualities in comparison to current therapies.