CONCEPT

Working with Dendreon over the past few years, even getting to meet those making PROVENGE and those receiving it with success, we’ve realized that this business isn’t without it’s emotions. Cancer is certainly a topic full of emotional weight and complex details, and we’d love to address this by creating an animated patient story that focuses heavily on the human experience of cancer diagnosis, PROVENGE treatment, and the implications of having more time on this earth. “Think more about special occasions. Think less about cancer.” This is the through-line of the story and what will permeate throughout every aspect of this video. In a nutshell, think of this as the PROVENGE slogan coming to life onscreen for all to experience.

OVERVIEW

OBJECTIVE: Increase awareness, discussion, and engagement with PROVENGE as an approachable and effective treatment option for prostate cancer.

APPROACH: Create a customizable video ad that communicates the benefits of PROVENGE and creates an emotional connection with viewers in under 60 seconds.

WHY?: Long videos, wordy information, and lack of authentic emotional connection are all causes for losing potential patients. An efficient, emotionally focused, and targeted video ad solves this. In order to achieve greater reach, we’ll use animation to convey a lot in a short timeframe. Animation will also make the brand far more approachable in top-of-the-funnel stages.

DELIVERABLES: (3) versions that individually target patients, their loved ones, and physicians. Each version can be further customized to include different variations of characters (i.e. African Americans).

DISTRIBUTION: Fortunately, these videos will be highly versatile due to their customizable nature and short duration, thus able to be used effectively across virtually any distribution method. To be specific, however, we believe the best channels for this are email marketing, healthcare social networks, print advertising via QR codes, prostate cancer awareness campaigns, broadcast, and recruitment.

REFERENCE: We created a reference video below that will take you on an emotional journey through one’s personal experience with PROVENGE. Keep in mind the purpose of this reference is to provide an emotional experience rather than depict exact visual consistency.

Why Animation?

• Animation allows you to authentically show the ideal (i.e. the implications of successful Provenge treatment), versus hiring paid actors.

• Content is infinitely customizable and can be updated without the need for re-shoots.

• Messaging is cohesive and efficiently packaged, with endless opportunities for creative branding.

• You can exhibit global-level or microscopic ideas, show the invisible, and present to any demographic — anything you want with no limits to your imagination.

• Animation is lightweight, simple, and focused in terms of accessibility to viewers.

Why Emotion-Based Content?

• Emotional campaigns tap into the emotion that is already so present for the healthcare consumer.

• American Marketing Association found that “activating a positive emotion fosters processing of health information”.

• According to the University of Southern California, an emotional response to an advert has far greater influence on a consumer’s intent to buy than the ad’s content does.

• By engaging in emotion in your video marketing, you empower social influence that will increase the likelihood of viewers sharing your video with their own social network.

• Ambler and Burne (1999) found in a study that people are more likely to forget about an advertisement if the information has not sparked a meaningful emotional connection for the recipient.

 CHARACTERS

Diversity informed by data is what we’re after regarding who we’re showing onscreen. Below you’ll see examples of character variations; in various occupations, age groups, genders (loved ones), and ethnicities.

MOOD BOARD

Take a look at the images below for a bird’s-eye-view of the aesthetics and style we’d be going for in bringing to life this concept. Notice the simplicity and focus of emotion in each frame. With animation, we’re able to be clear and concise while preserving emotion within every second, and that’s exactly what we’re after with these ads.