Oncologists and urologists who treat prostate cancer that has spread to the bone.

According to the US Federal Trade Commission, advertisements must be truthful, cannot be deceptive or unfair, and must be evidence-based. In addition, the Food and Drug Administration advises that disease-related advertisements/communications be disease or health condition-specific, enhance education, be clear and accurate, and contain a responsible public health message.

Prostate cancer is typically slow-growing; however, when it spreads to the bone, it descends down the path of deadly progression

The bone provides fertile ground for prostate cancer to grow, enter the bloodstream, and spread to other areas of the body, advancing the course of the disease and increasing the likelihood of death.

However, market research revealed that physicians were not consistently using our targeted agent, Xofigo®, to treat prostate cancer in the bone, and when they did, they were using it too late in the disease to be effective.

To overcome this potentially fatal disconnect, the campaign links the lethal threat of prostate cancer that has spread to the bone with the need to reconsider the typical treatment approach and give patients a better chance at battling the deadly forces of progression.

In this visually arresting, 3-dimensional battle, menacing warriors breaking out of the bone portray the deadly and aggressive threat of prostate cancer growing in the bone and spreading to other areas of the body, jeopardizing patients’ survival.

In order to generate a heightened and immediate sense of urgency, the scene was designed to appear as realistic and threatening as possible: warriors advance toward the audience as fiercely as cancer spreads through the body, weapons swing through the air intent on maximum damage, and flying bone shards suggest the violent nature of the disease.

Every single detail, from the texture and shading of the bone, to the facial expressions and armor on the warriors, was meticulously crafted to escalate the realism and convey the very genuine threat of this lethal and unforgiving cancer.