Pharma > B: Communications to Non-Healthcare Professionals

RESPIMAT: A MODEST INTRODUCTION

FCB HEALTH, New York / BOEHRINGER INGELHEIM / 2015

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Overview

Credits

OVERVIEW

Audience

People with COPD would be introduced to a medicine, and a new inhaler. In one doctor visit, they’ve likely been diagnosed with a chronic disease, prescribed a new medicine to take daily, and shown how to use a new inhaler.

Our mission was to make them feel protected and comforted.

BriefWithProjectedOutcomes

According to the US Federal Trade Commission, advertisements must be truthful, cannot be deceptive or unfair, and must be evidence-based. In addition, the Federal 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.

Idea

Introducing SPIRIVA RESPIMAT and the slow-moving mist presented us with a unique opportunity: how do we create a true experience and capture the true essence of the SPIRIVA RESPIMAT inhaler and all that it brings to people in need?

The team employed a range of effects and equipment to bring the inhaler components and breathtaking slow-moving mist to life:

Utilizing proprietary software techniques, MPC leveraged a range of 3D modeling, animation, lighting, and compositing. The visual approach was both realistic and futuristic, celebrating the materials, angles, and curves. All the visual design work was developed to work in unison with custom sound design and scored music.

The overall immersive effect was achieved through a dynamic combination of kinetic camera movements and storytelling, to allow the essence of each component to shine and be brought to life.

Synopsis

In the past few years, the COPD market has grown exponentially – flooded with new medications and inhalers. For 10 years, BI had been developing its own inhaler, which featured unparalleled design and engineering, delivering medicine in a slow-moving mist. It was critical to establish the inhaler as a breakthrough device.

RESPIMAT was approved for use with SPIRIVA, the #1 COPD maintenance medicine with 7+ million prescriptions to date. Its launch plan needed to be as different as the inhaler itself. One worthy of the mystique, beauty, and exceptional styling of the RESPIMAT itself.

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