I had the unique challenge of working on an injectable biologic that treats men with a curved erection. It was that brand in the agency that produced endless jokes, interesting conversations, and honestly the most fun work. The truth is, if you’re a guy with or you’re a person who has to deal with a curved erection during sex, it’s not only extremely awkward, it’s clinically depressing. During my time working on XIAFLEX® for Peyronie’s Disease, we rebranded the creative twice. We even renamed the disease “erectile curvature” after some inspiration and insight mining on Viagra case studies. It was some of the most interesting work I was ever a part of. Fast forward to just last week and the XIAFLEX® PD team won gold for Best Professional Print Campaign at the MMM Awards in NYC.
The creative features a guy holding a bent key as he attempts to fit the key in the keyhole of his muscle car. An intentional reflection of a couple (without showing their facial expressions…thanks MLR) gives nod to the intimate nature of this disease. The creative is so strong that it barely needs words. The headline is more of a call-to-action for urologists to actively treat this disease, which they often sweep under the rug. Although, this wasn’t my idea, this campaign and brand was one of my babies during my 3 years leading creative and strategy over XIAFLEX® at GSW. To see it win gold makes me proud of the extremely talented creatives and the Endo brand team! Go X Team!
Credits
Art: Gregg Jones, Rich Martin, Emily Tallman
Copy: Chris Harkins, Colleen Swift, Ann Manousos