New market, big presence...
and a paper bus.
Otezla, a US leader in the Rx autoimmune space, was branching out into Europe and wanted to make a big splash at the next EULAR international conference. We crafted an experience that helped Otezla achieve blockbuster status and enter the new market with a bang.
Role: Art Director Client: Otezla Agency: Palio+Ignite
All paper, no compromise
Originally we planned to have a real bus modified for the event. Event restrictions revealed themselves along the way and we had to adapt. The end result was a large, wooden frame wrapped with crafted imagery to depict the iconic double-decker bus.
Inside the bus visitors explore how the medication functions with touch screens. Control panels and bus seats were designed to complete the experience of riding in a london double-decker bus complete with video windows showing the passing city-scape.
The bus shelter continued the theme, offering take-away info about the Otezla product being released in the European market.
The cafe and bar, designed around traditional European cafes and pubs, served as the meeting area for reps to connect with physicians or for visitors to relax and enjoy espresso.
To complete the theme of a london street we carefully crafted a print of cobblestone, sidewalk and curb. Visitors routinely swore it was the real thing until stepping on it. The overall experience proved to be a big hit with Celgene.
BRIANMALINCHAK@GMAIL.COM