The Brief:

To create a launch campaign for A.Menarini's new gout treatment – Adenuric (febuxostat), the first new xanthine oxidase inhibitor therapy for gout for 40 years. The concept needed to be flexible enough to use with rheumatologists who are the key market influencers, as well as GPs who are responsible for day-to-day management of gout patients.

The Solution:

Life won a four-way pitch with this striking and revolutionary campaign featuring bold graphic gouty feet. Although the same campaign visual was used across all audiences, copy was tailored to optimise communication to the key targets. GPs were urged to take action and "Join the fight to stamp out gout". Specialists were informed that Adenuric effectively reduces serum uric acid, to help reduce gout attacks, so the key message was "Down with sUA".

The Brief:

Create a new hard hitting campaign for Novoseven® UK. Something fresh which would gain attention and create instant impact.

The Solution:

Life created the bruised to bleeding man campaign focussing on the 'Need to act quickly' to resolve bleeds. The Ad campaign was also turned into a digital 3D format and Life sourced, created and delivered the tablet edetail solution to the Novo Nordisk HBU team.

The Brief:

To create a new European campaign for ProStrakan's ground breaking sublingual fentanyl product Abstral®. The previous campaign had focussed on the key message of 'speed of action'
It was time to move the campaign on.

The Solution:

Life conducted the online research through it's own market research solution medisurvey.co.uk
The patient story campaign was selected as this conveyed the key benefit Abstral gives to its users, they can be at home to spend more time with their families.