Cannes Lions

The Tables Have Turned

AREA 23, AN FCB COMPANY, New York / ELI LILLY / 2017

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Soft Tissue Sarcoma (STS) is a deadly cancer that has taken lives for decades. Current treatments are toxic and inadequate, and there have been no advancements since 1974. Oncologists who treat STS feel dominated and overwhelmed. LARTRUVO is a new, breakthrough therapy that changes everything—reversing this power dynamic, and giving oncologists strength where they once had none. The tables have turned in STS.

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