Our idea was simple. Real Janssen patients living real lives became our creative idea. Instead of a library, we created a living breathing endorsement for all that Janssen does.

After all, why use expensive actors when with real patients we would get real value from them re amount of assets we could collect, and we could also get real authenticity. The honesty of how much Janssen patients love them is a massive part of their company culture. We felt it crucial that this culture should be reflected in their corporate library.

We challenged the brief and suggested we shoot video as well as stills too. To do this we needed to get access to the patients and trust of the clients, patients themselves and the medical directors. We succeeded and ended up with a resource that we are already building on - all unscripted.

Throughout all our assets we don't see any actors, we see real patients living their lives, full of amazing possibilities – in part thanks to their treatment with Janssen. These assets are being rolled out across the board. Already several films, one hero film, many posters and pull up stands, ppt templates and brochure have been developed. But this is just the beginning. This approach means that we are already crossing over into each of the treatment areas - oncology, immunology and neuro-science - providing assets for communications in this area.

The materials first launched at the Janssen conference and has already been rolled out into specialist conferences. Educational dinners, meetings, lunches and seminars are able to pick and choose the assets that work for them. Plans for a massive installation at the Janssen head-quarters are already underway.

As time goes on this library will continue to grow.

The reaction to this campaign is amazing. At conference reps and owners of opposition stands were actively congratulating us on the imagery and found it difficult to believe that they are real patients. The reps and the brand managers who have access to the assets are very happy - we have been told that it is something they have wanted for years but didnt know how to go about it. The library is being circulated to those who need access and will soon be housed in an online portal.

This campaign will never be linked to sales results - but in terms of human impact and engagement it is extremely high. And for the patients to be able to tell their stories and star in the positive portrayal of living a full life, full of possibilities ... well that is huge.