THE ASK

BRAFTOVI and BRAFTOVI + MEKTOVI are currently indicated in metastatic CRC and melanoma. With a forthcoming indication in NSCLC, there was a need to unify the indications under a single-minded, tumor-agnostic strategy that clearly communicated a product value proposition and fostered emotional associations between the customer and the brand. By emphasizing how BRAFTOVI is tailored to target BRAF+ patients’ unique mutation, it should set itself apart as a personalized, purposeful option that responds to the urgent needs of its patients. ​

THE PROBLEM

Existing campaigns for CRC and melanoma were disparate. While the “BRAFTOVI butterfly” was meant to represent gentle precision, it was not used consistently across indications. The melanoma indication abandoned the butterfly for a more clinical look and feel, using a headline that did not align to the brand’s strategic imperatives.

THE CONCEPT

Lean into the “BRAFTOVI butterfly,” a recognizable element of the brand, and realign its execution to the brand’s strategic goals. Making the butterflies into origami reinforced the idea of a personalized, considered, targeted therapy. The campaign headline is a natural extension of the care and intention the brand hoped to foster in the mind of its customers.

The clients are executing this concept.

Art Director: Monika Izing.