GRUNENTHAL: Case study

Credits & Description:

Brand GRUNENTHAL
Entrant GRUNENTHAL HIGH WYCOMBE
GRUNENTHAL High Wycombe, United Kingdom Entrant Company
LANGLAND Windsor, United Kingdom Idea Creation
JAM3 Toronto, Canada Production
Andrew Spurgeon Langland Executive Creative Director
Andrew Morley Langland Creative Director
Vickie McGee Langland Associate Creative Director
Michael Pogson Langland Associate Creative Director
Guy Bricio Langland Senior Art Director
Pieter De Groot Langland Senior Designer
Alison Ferrucci Langland General Manager
Whitney Morley Langland Business Director
Sarah Spain Langland Senior Account Director
Ellie Wyithe Langland Account Manager
Claire Martin Langland Senior Producer
Mark Berrecloth Langland Head of Development
James Marshall Langland Senior Developer
Laila Hassani Langland Senior Digital Project Manager
Pete Edwards Langland Head of Studio
Jake Ellis Langland Senior Artworker

Execution
The Change Gout campaign would challenge existing misconceptions and ineffectual prescribing by using the chemical process underpinning gout to crystallise a three-dimensional patient scaffold, externalising the hidden nature of this misunderstood condition and creating a dramatic visual representation that’s impossible to ignore. This was taken into the digital space with an immersive experience that brought the story to life through a dynamically generated WebGL visualisation of the crystalline body. Hotspots embedded throughout the site revealed bite-sized information, which then dropped into a deeper medical story. The design approach balances medical and modern for a sleek, clinical yet emotional presentation, while the circular navigation breaks the story into digestible chapters, chronicling the causes and treatment paths of the condition.

The master European website was launched to coincide with congress presence at EULAR, 14-16th June 2017. A congress with 14,308 participants from 130 countries in Madrid as part of an interactive branded booth exhibit, in addition to call to actions to the online website on all materials including a bespoke leavepiece, a touch-screen version of the website was available. Since the launch of the master European website, a planned launch roll-out across Europe of localised versions of the website has been initiated inline with individual markets launch strategies. Italy and Spain will be the first markets to launch local versions of the website in April 2018.

Campaign Description
Gout is seen by healthcare professionals as a lifestyle disease that causes bouts of pain in fingers and toes. In fact it is a disease of crystal deposition, causing serious long-term consequences for the whole body. But these crystals are hard to see, and when something is hard to see, it’s easy to ignore.

The Change Gout campaign would challenge existing misconceptions and ineffectual prescribing by using the chemical process underpinning gout to crystallise a three-dimensional patient scaffold, externalising the hidden nature of this misunderstood condition and creating a dramatic visual representation that’s impossible to ignore.

This was taken into the digital space with an immersive experience that brought the story to life through a dynamically generated WebGL visualisation of the crystalline body. Hotspots embedded throughout the site revealed bite-sized information, which then dropped into a deeper medical story.

Audience
Healthcare professionals – primary care physicians and rheumatologists. The campaign provided an impactful hook into a deeper medical story that was appropriately pitched for this audience’s level of education and understanding.