Background
Ulcerative colitis (UC) is a chronic inflammatory bowel disease (IBD) that causes inflammation and sores in the lining of the colon. Velsipity (etrasimod) is a new medication by Pfizer that helps calm the symptoms of UC.
In the world of pharma advertising, a "Now Approved (NA)" campaign is launched as soon as the FDA approves the label of a new medication.
The problem
How can we break through the crowded landscape of prescription drugs and effectively introduce Velsipity (etrasimod) to UC patients?
The ask
Develop a TV commercial that doesn't feel like pharma. It must create an emotional connection with viewers by focusing on the concept of restoring control in their lives.
Solution
Now Approved: Velsipity
A 360 campaign that included a website launch, web banners, paid social, and print. This Now Approved campaign was the first one for Velsipity, as the brand started to build it's identity, we launched our core message:
"Velsipity is a new FDA-approved prescription medication for adults with moderate to severe ulcerative colitis that is not an injection or an infusion. It's a once-daily pill"
The campaign shows light branding, colors and fonts that were subtly incorporated throughout to establish brand recognition.
Agency – FCB Chicago.
Creative Directors – Charles Dixon, Danielle Cameron.
Associate Creative Directors – Gaba GonzalesMarra, Marcus Kawakami, Chris Hansen, Jeremy Scharlack
Junior Creatives – Manuel Pérez, Ally Roeschlein, Emilee Bowman, Gigi Wood.
Creative Directors – Charles Dixon, Danielle Cameron.
Associate Creative Directors – Gaba GonzalesMarra, Marcus Kawakami, Chris Hansen, Jeremy Scharlack
Junior Creatives – Manuel Pérez, Ally Roeschlein, Emilee Bowman, Gigi Wood.