Ad Star: Harrison & Star (Avastin)
SEEING TRIPLE
agency: Harrison and Star
brand: Avastin
client: Roche (Global) and Genentech (US)
photo from left: Craig Foster, partner, Inside Productions • Chris Watson, SVP, creative director • Alaina Mendoza, VP, group account supervisor • Michael Norkin, VP, associate creative director
The biggest hurdle facing any professional marketing team is making dry scientific facts and figures really pop. The team at Harrison and Star took that challenge literally—and in the process, combined cutting-edge graphics and stellar filmmaking to create 3-D animation of Avastin's mechanism of action.
Genentech was pleased, as was the industry—the Avastin DVD garnered high accolades from a variety of sources, including the Rx Club Awards. It also made a splash on the convention hall floor. (We've seen it—have you?)
"We know from experience that it's been very successful at conventions," says Michael Norkin of Harrison and Star. "It's facilitating one-to-one discussions at the booth."
The chance to don purple 3-D glasses and see some striking visuals may be what first grabs the audience's attention. But the sophisticated thrill-ride through the body and closeup of the drug's MOA is what keeps them watching. The DVD includes versions in English, German, Spanish, Italian, French, and Japanese, so professionals the world over can learn about anti-VEGF therapy while oohing and aahing at the visuals.
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