The fact that these were unbranded allowed for us to do creative ideas that didn’t have to align with the brand’s guideline or messaging. The story behind both of them is fairly similar. We knew with RCC our efficacy data was so good if we could just get an HCP to read it, they would consider prescribing it to their patients. With that in mind, our team concluded that the best strategy would be to cater to an HCP’s fear of not being in the know. In healthcare, things change every day and doctors need to stay on top of the latest research in their fields. We wanted to give them something that showed there was some incredible data out there about advanced RCC, without giving away that this was from KEY+LEN or saying anything that might trigger safety information.

This led to our work on an animated unbranded banner ad. With a new format in play, we wanted to try a new idea that implemented the motion we now had access to. Still working off the idea that our data spoke for itself if we could get it in front of HCPs, our team decided to implement a magnifying glass as a fun visual motif to encourage HCPs to “look closer at the data. You can take a look at the storyboards below to see for yourself