Astellas Oncology wanted to refresh its Canadian corporate branding to increase awareness of the company’s continued commitment to oncology and to support the expansion of its oncology franchise with the launch of a new cancer medication.
We created a unique visual by making the Astellas logo a window into a patient’s life. We paired these visuals with clinical trial terms like “primary endpoint’ as headlines to show that Astellas turns the science into something that matters. This aligned well with the Astellas corporate mantra of advancing science to transform the lives of those living with hard-to-treat cancers with high unmet medical needs and limited treatment options.
The campaign was a complete success that clearly illustrated Astellas’commitment to helping patients when little treatments are available. The campaign was extended to digital and out-of-home ads, and conference booths. The CEO of a professional medical association even commented, “It made me teary!!! Kudos to the agency for this message…”.