Our poster series pushes craft forward, transforming clinical science into contemporary art. Reimagined human anatomy and custom typography combine to captivate oncologists. Through vibrant colors, and an array of materials and techniques, our campaign is unique to oncologists.

The HER2.0 campaign boldly reshaped conventional oncology advertising, acknowledging that progress in cancer treatment necessitates a corresponding evolution in design and presentation.

In the US, prelaunch disease state awareness campaigns are subject to rigorous internal evaluation to ensure compliance with pharmaceutical industry standards. Campaigns are thoroughly reviewed by pharmaceutical leaders. This includes internal medical, legal, and regulatory experts who ensure medical accuracy, address legal concerns, and mitigate regulatory risks.

Unbranded disease state awareness campaigns are limited in what they can say and show—and are not allowed to communicate a potential future brand promise. Therefore, many rounds of client Medical/legal and regulatory reviews and negotiations were required to get the work approved and out the door.

HER2 is a receptor on cancer cells that propels tumor growth and, as a treatment target, is synonymous with hope among US oncologists. HER2 is one of the most widely accepted targets for treatment, but only in breast cancer. For more insidious cancers, like gastrointestinal, these drugs have fallen short.

The lack of innovation across decades has led to a great loss of hope among US oncologists. Until now. Jazz Pharmaceuticals is developing a new precision medicine, a next-gen HER2 inhibitor, that will finally open the promise of HER2 to gastrointestinal cancers. As a new player in the gastrointestinal cancer space, Jazz Pharmaceuticals needed to establish their name. Competing against years of familiarity, brand recognition, and clinical, sterile, advertising, we were tasked with creating a campaign that stands out among the clutter.

Our campaign, HER2.0, targets oncologists to generate interest and excitement for this next era of HER2 treatment. Oncologists claim to only care about science, but we know they see themselves as artists. The campaign uses their inherent familiarity with anatomy and twists it into modern art. Coining the term “HER2.0” instantly lets our audience know this is the next generation of treatment beyond breast cancer.

In the US, our work is regulated by pharmaceutical leaders. Internal medical, legal, and regulatory experts ensure medical accuracy, address legal concerns, and mitigate regulatory risks.

Our campaign targets US oncologists attending the ASCO GI Cancers Symposium—one of the industry’s largest annual conferences. Although they claim to only care about the facts, we know oncologists see treating cancer as an art.

Situation:

Although oncologists have had great success treating HER2 in breast cancer, insidious cancers, like gastrointestinal, continue to leave patients with incredibly low survival rates. For years, oncologists have been resigned to giving their patients with gastrointestinal cancers dismal prognoses. Lack of treatment innovation has led to indifference and has left our audience jaded.

Brief:

We were tasked to announce, to indifferent oncologists, that there was finally a viable next-generation upgrade in gastrointestinal cancers. We needed to prime them for the innovation and the newfound ability to provide hope for patients with terminal HER2-positive cancers.

Objectives:

Raise awareness and excitement for the next generation of HER2 inhibitors and elevate the visibility of Jazz Pharmaceuticals.

Our poster campaign remodeled scientific anatomy and text into captivating art and typography. Across 8 unique pieces, we narrated the visual journey of HER2.0. Each poster showcases the text "HER2.0" alongside a creatively reimagined gastrointestinal tract, injecting a fresh perspective into traditional anatomical iconography. Using diverse material inspirations like fur and glass, we employed techniques such as 3D rendering, hand drawing, and vector shapes to give each organ and layout a distinct texture.

Custom typography evolves stylistically throughout, adding depth to visual appeal. Vibrant colors evoke excitement and anticipation for the forthcoming treatment innovation. Consistency in color and spatial design ensures a cohesive yet boundary-pushing brand experience. Our approach blends artistry with precision, infusing the series with a dynamic meld of creativity and design sophistication.