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The assignment was to create a corporate ad that spoke to Novartis Oncology's ongoing commitment to fighting neuroendocrine tumors.
Novartis Oncology is committed to addressing the unmet need in neuroendocrine tumors. It is part of their everyday life.
To reinforce this idea we use a viewer (Novartis employee) going about his life. He is in a museum studying an abstract painting. From within the painting he sees shapes and patterns that make him think of neuroendocrine tumor histology further demonstrating how this problem is top of mind. The headline "At Novartis Oncology, we're always thinking about neuroendocrine tumors" speaks directly to the art and addresses Novartis Oncology's commitment head on.
The ad ran in several industry publications and at congresses. The client was very satisfied with how their message was communicated in a clever and straightforward way.