The main objective of the campaign was to educate and raise awareness about idiopathic multicentric Castleman disease (iMCD) and the diagnostic criteria needed to help doctors diagnose patients faster and more accurately. The secondary objective for this campaign was to establish SYLVANT as the only approved treatment for iMCD.
Because idiopathic multicentric Castleman disease (iMCD) is so rare and unknown, we chose to create a direct and unforgettable visual experience to highlight and emphasize the disease's common name—we built a castle.
To address the difficulty in diagnosing this disease and to give people a reason to come into the booth, we added an escape room experience within the castle, where doctors were challenged to solve a series of puzzles to diagnose a patient and escape the room.
Experiential advertisement created by VUE Health, United States for EUSA Pharma, within the categories: Health, Pharmaceutical.
CEO, Managing Partner: Kathryn Wilson
Partner, EVP, Medical Strategy: Vikram Kanda
Executive Creative Director: Glenn Britland
VP, Director Of Client Service: Kristin Wilson
Sr. Copywriter: Jimmy Adtani
Art Director: Rachel Margolis
Account Executive: Benjamin Miller
Project & Production Manager: Laura Stewart
Production Manager: Vanessa Le
US Commercial Lead: Carter Clanton
US Marketing Lead: Christiana Cioffi
US Marketing Product Manager: Risha Lathiya