MM&M Awards

Judges praised the team for delivering beautifully executed and touching storytelling that came across as authentic.

More than 60,000 patients have registered for the Xeljanz Patient Enrollment Program since its November 2012 launch.

Judges appreciated the team’s channel choices and the striking and relevant creative work, including branded popcorn buckets in theaters where video ads ran.

“Smart and thorough use of data and analysis appropriate to target the right audiences and promote the right hospital service,” noted one judge.

Judges found the work highly differentiated from typical pharma ads.

Judges found the creative work “incredibly innovative” and appreciated how it was rooted in patient insights.

“This campaign taps into the cultural zeitgeist of emojis and oversharing to drive conversations about an important condition. It’s clever and impactful,” said one judge.

The campaign’s fun, light tone was attention-grabbing and clearly communicated the product benefit.

“The graphics are great, and it appears easy to use with good navigation and interactive opportunities,” said one judge.

“Creating the new vendor database demonstrates his understanding of the need for campaigns to lift sales,” said one judge.