The work debuted at the ECCO congress and aimed to immerse healthcare professionals in the world of someone with Crohn's disease. The experience was also designed to show HCPs how they can stay connected to them. We allowed delegates to directly experience the brand through a creative solution.

In all our target markets, prescribed pharmaceuticals cannot be advertised to the general public. We worked with the client’s in-house legal and compliance teams to ensure the final product met all requirements.

Healthcare Professionals who care for patients with Crohn's disease and/or ulcerative colitis. This work is relevant because the product, Care4Today, could help them closely monitor their patients.

More than five million people are living with Crohn’s disease and ulcerative colitis. These conditions have a huge impact on patients’ lives but monitoring them and keeping their symptoms under control is a problem. Janssen wanted to show HCPs the benefits of being able to closely monitor patients between visits using the Care4Today platform and how this could improve engagement with treatment and ultimately, adherence.

Introducing Michael’s world – a day in the life of a patients with Crohn’s. This captivating mini world set in a giant iPhone, complete with interactive content, gave delegates at ECCO an insight into a patient’s life. Delegates followed Michael throughout his day and saw how he was able to record real-time data on the platform. AR content highlighted treatment concerns and showed how Care4Today could facilitate treatment before symptoms escalate.

Healthcare professionals often find it difficult to monitor the wellness of their patients with Crohn's disease and/or ulcerative colitis. Meanwhile, Janssen were about to launch a mobile product that could give HCPs detailed insights into their patients' conditions. The strategy was to launch the product at a large international congress by immersing the HCPs in the world of a patient - a simple and elegant way to demonstrate all of the product's benefits.

The congress space we had to work with was small, so we had to keep our experience compact yet intriguing. Since the product, Care4Today, is a mobile app, we chose to set our patient's world on the face of a giant mobile device. Using intricate model making techniques, we created an incredibly detailed town that Michael, our patient, called home. Delegates were able to explore the town and follow Michael's journey using iPads activated by AR markers positioned around the model. Each marker focused on a different part of Michael's story. The animated iPad content highlighted treatment concerns and showed how Care4Today could facilitate treatment before symptoms escalate.

Doctors from 32 different countries engaged with Michael’s World. 29 signed up during the congress to trial the app. Michael’s World is going on a world tour around Janssen’s offices.