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An educational and outreach initiative designed specifically for healthcare professionals (HCPs) managing patients with Bruton's Tyrosine Kinase (BTK) disorders
Art Supervisor
Dynamic Display Ads and Microsite
Digital
When tasked with the AstraZeneca BTK campaign, the objective was to create a clear and impactful platform to update HCPs on the latest findings about BTK and its role in malignant B-cells. The challenge was to execute this within the constraints of a generically branded style. As the Art Supervisor, my goal was to leverage a minimal yet vibrant palette and a purposefully memorable design style. We developed an educational campaign with touchpoints, including display ads and a website, that adhered to regulatory guidelines. To bring the message to life, we used vibrant colors and a playful design style to encourage HCPs to engage with the content, reflecting the core theme: learning how to identify what’s within or outside the lines.
Considering the focused needs of the microsite, the design strikes a balance between simplicity and functionality, drawing inspiration from developmental milestones while effectively presenting the content. Upon entering, visitors are greeted by a 3D video that visually demonstrates the dynamic relationship between B-cells and inhibitors. This approach brings a complex topic to life in an engaging and digestible way, allowing users to effortlessly absorb and interact with the material.
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In a digital world saturated with ads vying for attention, the challenge was clear: how do we stand out? When tasked with creating a display ad with the potential for a higher click-through rate, the decision to use dynamic display ads was driven by the need to combat banner blindness.
