The Life From the Bottom of the Sea campaign is meant to symbolize the upward and forward motion of life provided only by YONDELIS in the treatment of STS. The sea squirts and their toxin, the magic melded with the science, are the impetus for the diver’s successful trajectory to the surface which speaks to the victory of having a new and better option to fight soft tissue sarcoma.

Design elements and their integration: The key elements of the campaign are, molecules from the sea squirt toxins, the diver and the underwater environment. The molecular structures are featured prominently in combination with the diver representing the forward motion and empowerment provided by YONDELIS. The environment represents the unique location of the drug’s origin.

We start at the bottom of the sea where Janssen discovered the sea squirts and their amazing healing toxin. We then start to rise when the molecules are introduced. Finally, we complete the rise to the top and see the light of days thanks to YONDELIS.

We began the process by photographing diver in a water tank, allowing us to control the light and composition. Combining elements of bubbles, currents and a variety of ocean floor locations we created video for later animation elements.

Scale: wall poster 24x18 displayed on 48” and 72” digital displays

Placement: ASCO booth

The campaign has propelled oncologists to embrace YONDELIS as the best treatment of advanced STS. Through the clinically relevant campaign and widely disseminated educational programs, uptake and trial of YONDELIS were enormous. Market research showed that brand recognition and message recall exceeded 60% among target audiences and sales were 300% above forecast within 6-months post-launch. And, most importantly, patients finally had access to a new, effective option for the treatment of this devastating disease.