Crafting a relatable hero

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The Ask

Circassia Pharmaceuticals partnered with W2O to help breathe new life into TUDORZA, their COPD treatment, with a strikingly original new campaign.

The Brief

Through extensive market research, W2O found that twice-a-day dosing was an enormous brand advantage for COPD patients experiencing symptoms at night and especially during the morning when their once-a-day medications were wearing off.

The Solution

The miniaturized, insightful, tongue-in-cheek situations clearly depict key brand benefits, highlighting how 2 doses a day helps clear a patient’s airway, “TUNIGHT + TUMORROW.” The release of journal ads, sales collateral, and other tactics is currently underway.

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