Eye care’s hottest drop.

To launch the cure to an underdiagnosed and icky disease, we needed a hero and then some.

PROBLEM:

Tiny mites pooping and pig-piling on your eyelids and causing inflammation? Demodex blepharitis is a gross, underdiagnosed condition that HCPs don’t always even know to look for. HCPs are also reluctant to discuss it with their patients when they do see it because it makes everyone uncomfortable, and until recently, there wasn’t much of a cure.

SOLUTION:

The problem is already “personified” as creepy crawly mites, so it made sense for our product to be the hero that finally arrives to wipe them out. He needed to be friendly and likable because the product is gentle on the eyes and because he had a lot of explaining to do around an uncomfortable subject.

XDEMVY causes genuine excitement when people see him, everywhere from focus groups to trade show floors. They want to pose with him for photos and play as him in games. He empowers HCPs to kick DB’s butt, all while painlessly educating anyone and everyone about the disease, diagnosis, and cure.

Meet the Bumps

A chaotic cause for concern that’s driving parents crazy…and to the doctor.

PROBLEM:

Molluscum contagiosum, or MC, affects over 1 million people every day…but nobody’s ever heard of it. Worse, if it’s diagnosed by their doctor, they’re told to just “wait and see.” We needed to spread the word about the true affect that MC can have on your household and, more importantly, on your child. While it may be physically harmless, it can do some serious damage. People needed to know the dangers and that there’s now a painless, proven solution.

SOLUTION:

The Bumps are the new face of MC. We created memorable characters that show just how disruptive MC can be. They’re ugly, they’re chaotic, and they’re everywhere – online, in your doctor’s office, and on your TV.

MC may just appear on the skin, but the real damage is done everywhere else. Through mischief and motion, we showcased the toll they can take on a child by keeping them out of activities and giving them the wrong kind of reputation among their peers.

We wanted our audience to feel the madness so that they only had one choice, to get treatment. As the first FDA-approved medicine, YCANTH was the easy option.

Parkinson’s patients have to fight—for the right treatment and for their lives.

PROBLEM:

Doctors had relegated INBRIJA’s on-demand therapy to a “drug of last resort” for only their most-advanced patients.

SOLUTION:

Patients needed to advocate for themselves. Because Parkinson’s is a fight—both in the doctors’ office and every OFF day that symptoms return—we made INBRIJA “For the Fighters.” We are a drug for those whose response to a Parkinson’s OFF period.. is “F. off!”

For the first time, patients felt seen in the advertising. The work reflected them and their determination to fight rather than just showing their symptoms or, even worse, a happy smiling life that feels impossibly out of reach.

The work has the highest relevance, resonance, and intention scores the company has seen in the category and has driven a 45% increase in prescriptions since the previous year. HCPs also talk about it helping flag the right patients. The patients with a proactive approach to their treatment. The fighters.

“So appropriate. You have to fight symptoms to keep them at bay.”

“I feel like Parkinson’s is a fight. A daily battle.”

"I always feel like I’m fighting against the Parkinson’s. I can relate."

How do you get people to care about climate change?

With soft serves and hard truths.

PROBLEM:

At the heart of the climate crisis is a communication crisis. As our world is heating up, conversations about climate change are cooling down. The information out there is too dense, too stale, and too friggin’ depressing to make a lasting cultural impact. Climate change is a threat to everyone. So we need to talk about it in ways that everyone can understand.

SOLUTION:

We launched Climate Basecamp, a group of climate and communications experts whose sole mission is to speak science to culture—starting with ice cream.

We kicked off New York City’s Climate week by inviting people to get the scoop on climate change, literally. We served up the facts along with their favorite flavors of ice cream, all of which are endangered due to climate change. Hundreds of people came hungry and left inspired, ready to join the fight to save their favorite flavors by demanding labeling and accountability from food companies, grocers, and more.

An elevated approach to adopting pets

1000 shelter dogs and cats are killed every day, which is so sad that people don’t really want to hear about it. So we used balloons to talk about that in a way they wouldn’t tune out.

The day after the Thanksgiving day parade, 1.5 million Times Square shoppers looked up to see a billboard with thousands of CGI dog and cat balloons quietly drifting over the New York City skyline.

And a thousand more recyclable pet balloons waited to be freed from their cages by passersby on the ground.

These balloons represented real animals waiting to be adopted that people could get to know by scanning their leashes or consulting the cards on their crates.

People freed every single balloon cat and dog, with nearly 1000 prospective adoption scans on the day.

The billboard got an estimated 1.5 million live impressions the day of the activation and subsequent media donations garnered 28 million impressions in all.

But most importantly, Best Friends New York City adoption center is now the busiest it has ever been, and more and more animals are being adopted every day.