GSK—Plaque Psoriasis

Brief:

Plaque Psoriasis is a burden for all patients, from flares considered “mild” to patients with moderate to sever symptoms. Regardless, everyone suffers. With GSK’s new treatment that fills the space for those who are not able to prescribed injectables, their product provides a competitive solution with convenience. There are countless ads for psoriasis patients that end up blending together because they all look the same. The clients challenged us to break through to come up with something fresh and new.

Idea:

Since showing happy people laughing with friends and family has become a trope of the space we thought it would be interesting to not show any patients, describing their stories of all the things they couldn’t wait to get back to.

Change is possible, fast, and just can’t wait. It’s time to make psoriasis wait for you and show just how fast you can get back to life on your own terms. In both Psoriasis and life, sometimes it just can’t wait.