The Woulda Coulda Shoulda's

There's this cool Ad Club of Philadelphia event called the Dead Awards. It's where ideas that were left on the cutting room floor get their due. This is that for my portfolio. At least for the many rounds of United Therapeutics ideas so far. Will be sure to add more to this as there's plenty of cool thoughts that either were so edgy that they made clients cringe or just had the dreaded polarizing research results.

TYVASO "Impact that's Tolerable" Ideas four different favorites that blended the idea of efficacy and tolerability. 2 fell out of the mix because they needed to use the word "Impact" for consistency with the porfolio and sister brands.

ORENITRAM "Standing Tall" Concept was one of three ideas originally tested when we won the UT business. It ultimately did not test as well as the chameleon campaign but it did effectively illustrate the core benefit of limitless titration while implying that the brand stood above the competition

ORENITRAM "O what's possible" Campaign this was an alternate to the IMPACT EARLIER campaign for ORENITRAM but it was too "O" focused and didn't have the ability to expand outward to work for the rest of the portfolio.

These never used ideas were the intellectual property of Calcium USA and United Therapeutics