As MS progresses, how soon will the next connection be lost?
Executive Creative Director
Chief Creative Officer
Associate Creative Director
Unbranded disease education campaign in multiple sclerosis (MS) for Roche/Genentech.
The brain has countless neurons that process and transmit information through electrical and chemical signals. They interconnect to form neural networks. In MS, these connections are attacked and eroded to the point where communication irrevocably breaks down. This results in patients’ inability to remain functional and active in their everyday lives.
We created a striking analogous image that embodied the importance of maintaining these critical connections and the fragility of each neuron and the constant breakdown of connectivity. It resulted in a seemingly endless network of light bulbs where each individual filament was fashioned as a neuron. Some filaments shone brightly while others appeared to flicker and burn out, symbolizing the impact of MS disease activity and the darkness it can represent to a patient’s prognosis. The headline asks the provocative question: As MS progresses, how soon will the next connection be lost? The core concept translated beautifully across digital assets and within a recent congress exhibit designed as an immersive experience. A ‘forest of lights’ hanging within the booth engaged attendees through a dramatic sight-and-sound display and interactive experiences.
Over 700 interactive sessions in one day, which is unheard of. Based on our benchmarks from other congresses in other categories, typically an interactive feature might only get 50 plus users per day.