Creative Lead (ACD, Copy)
To re-introduce Lilly to rheumatologists, we staged the “Room of Discovery” at the Annual Meeting of the American College of Rheumatolgy – ie, we built a house on the convention floor. And not just any house, but that of an arthritis patient.
A joint venture of the Olumiant (rheumatoid arthritis) and Taltz (psoriatic arthritis) creative teams, “Room” was designed to illuminate the daily struggles of people with arthritis. Inside, there were a number of “hotspots” – like the red shoes (below right) -- with accompanying patient quotes describing how arthritis interferes with daily life. In addition, we included “artwork” detailing the science of RA and PsA.