Seroquel was a product initially indicated for Schizophrenia, in a short period of time it acquired two more indications for both Phases of Bipolar Disorder and Manic Depressive Disorder. This rendered our previous campaign useless and in requirement of a complete overhaul.
The new brief for the campaign had a twofold requirement, the campaign needed to be patient centric and also needed to convey to doctors, the ability that Seroquel had to fine tune a variety of mental disorders aiding in the betterment of patient’s quality of life.
that acted like an equalizer and by turning a knob – the doctor could pick the disorder and see what dosage of Seroquel was suited to each case. This solved the adaptability issue – we then needed to help doctors attach each disorder to a face, faces that entered his office at a daily basis. In cooperation with the client and an experienced doctor we organized a photoshoot with actors that would act out each disorder under the guidance and direction of the physician, thus capturing the “face” of each disorder, which resulted in an award winning marketing campaign.
