In 2009 new data demonstrated that IRESSA was as effective as docetaxel, whilst offering
the convenience of a tablet – The first EGFR TKI to prove equivalent survival.
We were asked to create a new campaign to communicate this momentous news in a way that was clear and powerful, focusing on the unique benefits of IRESSA
In 2009, we created an iconic campaign that visualised the benefits in bold ‘black and white’, with the headline ‘Same survival, better days’.
The Iressa study later revealed the significance of the EGFR Mutation+ sub-group and the ‘jigsaw piece’ campaign, which finally answered the question ‘Why IRESSA?’ This paved the way for approval and eventually a 1st line treatment indication for Iressa.
Asian markets campaign