Mavenclad offers patients a break from MS symptoms and its constant treatment. It’s like taking a holiday from MS. But unfortunately, regulatory restrictions meant we couldn’t use those words, but we could allude to it

By transforming the drug into a destination, we created the idea of a holiday experience that alludes to the feeling of freedom Mavenclad offers. We researched idyllic locations from around the globe, and created a "Mavenclad world." To enhance the idea we adapted the iconic visual language of the classic travel poster giving the campaign a unique and ownable style across all platforms from film, print, digital, sound and experiential

Because the feeling of a holiday is universal it helps our audience fully engage with the unique benefit Mavenclad offers MS patients in comparison to other treatments

The execution had to be flexible enough to work across all media platforms with very tailored messaging depending on who we were speaking to, yet have a totally ownable look and feel, and work as one cohesive campaign.

Working closely with the illustrators, we took the iconic look of classic travel posters, modernised it, and developed our own unique style. We researched idyllic locations from around the world and carefully crafted a series of new destinations, each with their own set of artwork to use across print and digital.

Simultaneously, we developed the script for our campaign film, which featured a couple traveling through the Mavenclad landscape, free from the worries of MS.

Across all media, from print to congress, the couple serve as our protagonists. They are the embodiment of what the drug offers, enabling us to feel the same sense of freedom they do.

A resounding success. We attracted the highest footfall at ECTRIMS, the largest MS congress in Europe. Generating positive engagement with more than 18,500 delegates, from 11 different countries. Most importantly, delegates and decision influencers went away eager to prescribe.

The launch itself attracted over 300 press release pick-ups, featuring in the both medical and mainstream publications alike. The campaign creative and news of the launch was picked up by The Guardian, PharmaTimes Magazine, Yahoo, Medscape, Multiple Sclerosis Trust, Markets Insider and many more.

The campaign generated over 148 million global impressions, to date. With the creative capturing the imaginations of people in the MS community, the wider medical community, and beyond. As a result, Mavenclad is now available in the UK and Germany, with many more countries lining up to launch.