Xtandi—Prostate Cancer

Brief:

The client’s liked their current campaign hero of an HCP with a bolt of lightning striking representing a precision strike, but they wanted to see if it could be bolder and disrupt the crowded space of prostate cancer therapies.

Idea:

Have HCPs harness the power of precision, with bold messaging, poses, and color—this concept aimed to give HCPs the new reality possible in prostate cancer with Xtandi and cut through the competitors visual approach.