Use little red fish swimming through clear tubing to represent red blood cells flowing through your body.

This simple metaphor shows our audience what's happening in their bodies when they have AFib and how Pradaxa can help.

The story and execution are simple to ensure our message is heard, loud and clear.

We set out to create a minimalist visual language that was completely foreign to the category, which depicted mostly live action quality of life visuals. Our approach used no human references save for the depiction internal human organs and blood vessels rendered from clear glass.

The TV spot has run nationally in the USA from January 11, 2016 to present day.

Based on media data, the spot has been placed in commercial breaks of TV content that an older male demographic is most likely to see.

In just 6 weeks, more than 50% of the target audience is aware of the Redfish campaign and interest in PRADAXA has increased significantly. Confidence in the brand is also increasing along with belief that Pradaxa represents real medical progress.