Eliquis - ‘In their shoes’ Campaign
Action: Based on a bold new brief that puts the doctor at the centre of communications.
‘In their shoes’ concept was designed to create a more emotional connection between doctor and patient, by asking the physicians to put themselves ‘in their patients shoes’ when choosing an anticoagulation treatment for patients with NVAF or DVT/PE.
Reaction: Create Key Visuals that will be the basis of an Ad. Adapt it so that it can be applied to a wealth of different materials that support the promotion of ELIQUIS across IDM and beyond.
My role: Design Director/illustrator/Retoucher/Experiential Designer (see below).
The key visuals shown on the left/above are initial scamps presented to the client, exploring various ways to bring the concept to life.
While the “Reflections” idea was creatively strong, the most compelling direction turned out to be the simplest.
The Key visuals below are depicting the doctor and patient in the same room, captured through subtle differences in facial expressions, body angles, wardrobe details like the white coat and stethoscope, and nuanced body language proved to be the most powerful and resonant visual approach.
My role as Design Director
1. Briefing & Discovery
2. Concept Development Key Visual/Retoucher
3. Visual Strategy & Design Planning
4. Design Execution
5. Senior Stakeholder Meetings
6. Finalisation and Retouching
7. Rollout Launch into 8 Congresses (Experiential)
8. Brand Guidelines
9. Post-Campaign review with Senior Stakeholders
Eliquis - ‘In their patients shoes’ Congress
Action: Develop 8 congresses across the EU, including European Association of Hospital Pharmacists - EAHP Barcelona, European Stroke Organisation Conference, ESOC Gothenburg Sweden, Belgian Society of CARDIOLOGY - BSC BrusselsThe International Society on Thrombosis and Hemostasis, ISTH Dublin Ireland, European Society of Cardiology, ESC Munich Germany ESC organises the world’s largest and most influential scientific congress for cardiovascular professionals. Content, space, line of sight and different country rules and legislation had to be considered.
Reaction: Bring to life the dynamic ribbons from the new campaign. Focus has been placed on simple messaging and digital comms, with VR, Magic Mirrors, Apps and a NEW interactive displays that brings data to life. There is also a NEW LCM Medical area to encourage the viewer to step into the future with ELIQUIS.
The scamp shown on the left/above captures the concept presented to the client, an exploration of how to bring the congress experience vividly to life.
At the heart of the idea is a dynamic ribbon, weaving its way through the space to inspire the design of bespoke furniture and guide the journey through immersive, interactive displays. Data comes alive along this flowing path, transforming information into experience. The message is clear, Step into the future with Eliquis.
Eight modular congresses. Countless insights. One unforgettable finale in Barcelona, Spain. As each event brought its unique energy, they all built toward a powerful conclusion, an immersive experience in one of Europe’s most iconic cities.