Opportunity: The vicious cycle of failed cancer treatments is not just wearing on the patient, but also on the doctor. Connect with physicians on an emotional level and inspire a new course of action.

Break the cycle

This concept won the new business pitch and became the campaign. It shows that unsuccessful cancer treatments weigh heavily on both the patient and the physician. This shared burden is illustrated through a visually driven approach. The new treatment is presented as a way to break the cycle and create a better routine.