Work

Velcade

Press pause

for Janssen Cilag

A new competitive threat, not to mention the perception of Velcade as a powerful but perhaps a little scary multiple myeloma treatment, was the impetus for this campaign. In the midst of the excitement surrounding the new competitor’s launch, Velcade’s unique cyclical dosing – giving sufferers sometimes years off treatment – had been forgotten. Bringing to life the human benefits and adding warmth to the brand through multimedia executions featuring ‘George’, this multi-award winning campaign hammered home that it’s not just the time on treatment that’s valuable.

Velcade Press pause for Janssen Cilag