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XYWAV - New HCP Campaign
HCP
The endless pull back to bed starts first thing in the morning
Sean Maldjian (AD) | Syd Sylvester (CW) | Anne Bronsveld (CW)
So you've seen the campaign hype video, let's hit rewind and see how we got here.
Starting point
Idiopathic hypersomnia (IH) is a condition where despite sleeping for 12 hours, patients wake up unrefreshed with severe grogginess and confusion, have difficulty focusing, and want to take naps throughout the day.
Even with treatment, IH is a struggle.
The previous campaign didn't connect with HCPs because it didn't show the struggle their patients are going through before treatment or what they could realistically expect after taking XYWAV.
Campaign concepting - Initial idea
Scenes of a patient looking half-awake. They are stuck and sinking in a glue-like residue, unable to escape.
Write up: Not asleep. Not awake. Free your patients from the in between with XYWAV
Feedback: "The visuals are visceral and telegraph being stuck in the in between. Keep pushing to see how the idea can use this visual approach to represent the symptoms. What if you were coming out of bed and the muck of the sheets stuck with you as you went to start your day?"
Campaign concepting - Revision
Sheets all tangled up, pulling, tugging on a person as they try to move through life. Always trapped, wound up in the tightness of the sheets.
Almost like fast growing vines, pulling on a leg.
Mood board
Campaign mock-ups
Campaign concepting - Testing
My team's concept, along with four others from different teams, went into several rounds of quantitative, qualitative, then finally focus group testing with HCPs.
Our idea won with the client because we best captured the differentiation we wanted HCPs to make when assessing patients for sleep-related diseases.
Our idea won with HCPs because they just "got" the idea without explanation.
Campaign concepting - sketches & casting
The concept was brought to life with the help of my ACD and CD leads. We selected talent, wardrobe, director, and finalized the shot list.
Final stills
My ACD and CD represented copy at the shoot of four key still scenes and a short video which you saw at the top of the page. Shots 1-3 show the struggle IH patients each day have starting with sleep inertia. Shot four is solution-side and shows a resolution of symptoms.
Launch
After the new campaign was shot our team rushed to update all assets with the new direction and here's the campaign hype video to wrap it all up.
Check out the new XYWAV campaign assets and more!
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