Get in front of it with cibinqo
Creative Directors: Charlie Rategan, Patricia Kendall
Art Director: Maddie Grube
Copywriters: Matthew Ingardia
Product Designers: Eric Saber, Abie Arcilla
Agency: FCB Health
Client: CIBINQO (Pfizer)
CIBINQO is a once-daily pill for moderate-to-severe eczema that proactively treats beneath the skin’s surface, allowing patients to get in front and stay in front of the condition. This is visualized in the DTC campaign by showing eczema as red scribbles and outlines on those suffering. The patients then “bump off” the red lines, sending the pre-treatment version of themselves trailing behind the unburdened, treated patient.
Problem
Cibinqo wanted the new campaign to make a splash at National Eczema Association (NEA) Expo, an annual community building event for patients, HCPs, and researchers to come together to learn about new treatments, research, and developments in the eczema-space.