The initial situation
With the market entry of biosimilars, the pressure on recombinant fertility drugs on Originalia has increased significantly.
The challenge
How do you quickly get to the heart of what distinguishes the original from a biosimilar?
The Insight
Gonal-f® as a recombinant FSH for the stimulation of follicle maturation is therefore confidently going out with a clear visual and competitive headlines, thus successfully and impressively differentiating itself from the biosimilars.
The creative twist
A striking picture of a real apple and next to it a copy of an apple. This may also look good enough to eat, but it cannot be compared with the original.
The result
A series of images in which the real apple is staged against fascinating copies. And in each case a short, smart line like: "A copy is the best compliment". This makes it immediately clear: no matter how well you copy the apple, it will never be like the original. Because similar is only similar, but not identical.
Other projects and campaigns
Healthy living, multichannel campaign, social media campaign