The Fight of a Lifetime

Client: Merz
Product: Xeomin

Concept development, print ads, websites, iCVA, brochure & print collateral

Awards:

MM&M Finalist: Best Campaign

The Situation

Patients with lifelong movement disorders require long-term therapy and are often prescribed a treatment with additives. Over time, the body gets used to these unnecessary additives and the benefits of treatment diminish greatly. This is called waning efficacy, and it’s a serious challenge that HCPs face in treating lifelong movement disorders.

In the fight against lifelong movement disorders, patients need a treatment that’s as resilient as they are.

The Success

The thoughtful and thought-provoking nature of this campaign caused a stir across the industry. The conversation around movement disorders has shifted as more patients embrace their inner fighter with XEOMIN. And HCPs now finally have a therapy they can count on, and their patients have a partner who’ll never leave their corner.

XEOMIN sales grew at 3x the rate of the market following the launch of this boundary-breaking work.

The Solution

The Fight of a Lifetime campaign reframes the physical manifestations of movement disorders as scenes of a personal fight: clenched fists become symbols of strength, strained muscles suggest resilience, and excessive blinking is a momentary flinch as we highlight the fight.

In the fight against movement disorders, XEOMIN Goes the Distance.