Cannes Lions

Nothing is Everything

DIGITAS HEALTH LIFEBRANDS, Philadelphia / ABBVIE / 2020

Overview

Entries

Credits

Overview

Background

Our audience is adult patients with moderate to severe plaque psoriasis who want clearer skin. The SKYRIZI Nothing Is Everything broadcast communicates the drug’s efficacy, but also conveys—through music—the emotional benefit that comes with it, encouraging our patients to ask their doctor if SKYRIZI is right for them.

Execution

The song is energetic, dynamic, and uplifting—representing the excitement and positive emotions patients experience with clearer skin.

The melody brings brightness and happiness through a pop music style.

Lyrically, the song had to focus on clearer skin in order to fit within the bounds of pharmaceutical advertising regulations. Despite these limitations, lyrical metaphors and a first-person voice allowed the lyrics to strengthen the song’s pop roots.

Of note, each “Nothing Is Everything” chorus serves as a critical moment song and brand moment. For the song, the chorus is powerful sonic representation of clearer skin’s benefit, which can be hard to put into words. For the brand, it serves as an celebration of those who have achieved clearer skin, and an invitation to those who deserve it.

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