The “Until It’s Done” campaign is the first brand campaign for ARENA Pharmaceuticals. Its goal is to establish a memorable, ownable personality on the world stage that conveys ARENA’s core values: that this is a team of thinkers and doers whose tenacity and urgency to improve the lives of patients never quits until its goals are complete.
Research Planning In October of 2019, Pharma reputations hit an all-time low on the trust barometer – worse than used car salesmen, lawyers or wall street mogels. Data pointed to a stagnation and sentiment of profit over people. Beyond this, our quantitative and qualitative understanding of the therapeutic areas ARENA is operating in made it crystal clear that patients are suffering massive burdens while physicians, albeit wanting the best for their patients, were at risk of becoming complacent around standard of care options. The climate pointed to a potent need to answer the call.
Target Audience Physician KOLs, Industry Influencers and Investors
Objectives Put Arena Pharmaceuticals on the map with the kind of stopping power that takes the world by an inspiringly benevolent force
Strategic Insight The only thing better than having unrivaled prowess in life-sciences is the depth of caring for changing the paradigm between humanity and pharma for the better
Creative Execution This campaign achieves the challenging task of standing out and creating an ownable personality in a very competitive environment. “Until It’s Done” embodies the personality and attitude that makes ARENA different. Their game-changing ideas can come anywhere, at any time. The use of gritty, starkly beautiful in-situ photography portrays the company as full of relentless thinkers who act decisively. The audience is there at the precise time an idea is conceived: from hot showers and fitness clubs to plane trips and coffee runs. Over time, the campaign plans to expand to include dramatic examples of how ideas are turned into concrete achievements affecting patients every day. Arena is indeed a company with the drive to never stop thinking, creating or doing… until it’s done.
Launched globally in April 2021 with further targeted rollouts.