Movectro® is an innovative drug for multiple sclerosis (MS) developed by Merck Serono. A complete campaign and patient branding was created to explain in more simple and easier to relate terms, the definition and treatment of the disease. The non-gender/age specific character became the brand ambassador to bring a sense of warmth and positive outcome of treatment and the impact in patients' daily life. This award winning campaign included several printed pieces, brand guidelines and instructional videos, that were delivered digitally through the website and also as part of the initiation package that patients received. The campaign videos went on receiving the IPA Bronze award for art direction.
Art Direction | Design
Directors: Keith Hardy, Mauricio Munoz
Animation by Absolutely Cuckoo
Production by Wilder Films
Photography by Jessica van der Weert