Boehringer Ingelheim Vetmedica: Split Second, 2

Credits & Description:

Entrant: Mccann Healthcare, New York
Brand: Pradaxa
Corporate Name of Client: Boehringer Ingelheim
Pharmaceutical Company: Boehringer Ingelheim, Ridgefield
Management Supervisor: Carolyn Gorelick
Account Supervisor: Olivia Amchin
Agency: McCann Healthcare, New York
Executive Creative Director: Frank Mazzola
Group Creative Directors: Michael Bonilla/Jeannine Doumar
Associate Creative Director: Kristina Schwarz
Copywriter: Eddie Rose
Art Directors: Mariah Marasco/Brian Fleming
Art Supervisor: Brian Fleming
Production Company: Craft Worldwide, New York
Director: Brian Lannin
Executive Producer: Aaron Kovan
Producer: Ray Klonsky
Post-Production Company: Craft Worldwide, New York
Post-Producer: Philip Ohler
Editor: Nathan Thompson
Synopsis:
4.2 million patients in the US are on a blood thinner, and PRADAXA is the only brand with a reversal agent available. Reversing anticoagulant effects is crucial in the event of an emergency or surgical procedure. However, the need for reversal was not top-of-mind for HCPs. We needed to give the HCPs something they couldn’t ignore, in a setting (in this case, rep calls) where they are apt to tune out. The goal is to disrupt the mindset of, “We’ll never need it” to shift HCPs’ thinking to, “Let’s prepare for everything, including the unpredictable.”
To underscore the unpredictability of accidents, we wanted to create an organic and unexpected moment built up by tenderness, not tight suspense. Since you can’t prepare for life’s unpredictable moments, the added benefit of having a reversal for emergency situations becomes essential.