GOAL Create an explainer series covering Bayer’s NUBEQA treatment for nonmetastatic castration-resistant prostate cancer (nmCRPC). The purpose of the series was to inform prescribers and caregivers on the accessibility, efficacy, and tolerability of the treatment. Challenge Our challenge was to create a campaign for Bayer’s treatment that would be narratively compelling and visually exciting, while working within the strict guidelines of pharmaceutical advertising regulation. Our Approach In order to stay within the regulatory guidelines the campaign was split into two parts; branded, and unbranded. Branded videos could utilize the NUBEQA brand guidelines provided by Bayer, while unbranded videos would use similar visual elements but remain distanced from the NUBEQA treatment. Branded videos would specifically reference the NUBEQA treatment, and would thereby require less specific claims, and for elements like Indication, Important Safety Information, and points of context to be added throughout the video. Unbranded videos would serve as educational content, speak more generally to caregivers about nmCRPC and be able to speak more specifically about treatment, but would avoid referencing the NUBEQA treatment. Branded Tolerability and Efficacy For the Tolerability and Efficacy installments of the series we chose a visual approach which combined live-action footage with text and other animated elements. By taking this approach we were able to add a strong element of humanity to the videos. Showing men in different age groups spending quality time with their family and loved ones created the opportunity to show the benefits of the NUBEQA treatment, and remind caregivers what the goal of treatment is. Each video was accompanied by powerful, motivational music that matched up to the bold and strong visuals associated with the NUBEQA brand. Branded Accessibilty For the accessibility videos, we took an approach that utilized fully custom illustrative animation with a more fluid and expressionistic style. We chose to animate these videos this way in order to better integrate the finer details and data points which outlined the accessibility of NUBEQA treatment. This set of three videos were accompanied by upbeat music and voiceover narration, and each followed parts of the doctor-patient journey, weaving into and out of sequences of data, icon animation, and text on screen. This approach gave the videos a unique and dynamic style that would make NUBEQA stand out among competitors. Unbranded The unbranded took a broader approach to discussing nmCRPC treatment, rather than covering specific aspects of the NUBEQA treatment. For this video we utilized a similar visual approach to the branded accessibility videos… In this case, however, due to the unbranded nature of the video we created a completely different and unique color palette to work from. This gave the final video the appearance of being part of a separate ‘brand’ while still feeling like it is part of the same campaign. Services Provided Concept & Creative Development Scripting Storyboarding Graphic Design Illustration 2D Animation VO Auditions & Recording Deliverables Unbranded Branded Tolerability and Efficacy Branded Accessibility
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