ORENCIA: Are your hands tied?

For patients and rheums frustrated by uncontrolled symptoms, ORENCIA offered a different way to fight back.

We inherited an HCP-audience ropes campaign from a previous agency, but we were tasked with evolving it to add visual drama and reflect an evolving customer narrative. Then we got the privilege of creating a sister campaign for DTC. Plus, we did a zillion rollout tactics over the next 3 years. We elevated the importance of the patient's fight against progression and created a sense of defiance and empowerment. Then when this classic problem-solution approach had run it's course and no longer matched the brand strategy, we moved on something completely new. See the dark to light campaign for a taste of that thinking. Or check out how we brought this "Ropes" campaign to life for TV/video.

This campaign was the intellectual property of Calcium USA and Bristol-Myers Squibb.