Client: Janssen Australia
When Janssen was granted a second indication for collagenase clostridium histolyticum by the Therapeutic Goods Administration – for the treatment of Peyronie’s disease – Leo Creative was engaged to develop new campaign creative for the Australian market.
Most campaigns for prescription medicines are created overseas – either by North American or European agencies – and then developed locally to suit Australian markets. With the North American peyronie’s campaign based on baseball terminology with the copyline ‘When Peyronie’s disease throws you a curve’, new creative was required to better target Australian health care professionals.
Peyronie’s (pronounced “Pay-ROH-neez”) disease is the development of scar tissue, also known as Peyronie’s plaque, under the skin of the penis, causing it to curve when erect.
This was a challenging brief, requiring care to avoid visual associations with erectile dysfunction and a healthy dose of discretion.
Leo Creative developed brand guidelines including a suite of in-house and agency templates and was also engaged to deliver a complete set of launch materials including printed collateral, trade display artwork and eDetal aids.
Note: The product brand and name have been removed from all layouts