21Grams and Alexion Pharmaceuticals
ALPD (Alkaline Phosphatase Detectives) Campaign
HCPs needed to be more suspicious of low ALP, the smoking gun in a hypophosphatasia diagnosis. We created a campaign that took HCPs inside the body for an immersive investigation to interview suspects, uncover evidence, and even upload their photo to see themselves in the campaign—a first in health.
21GRAMS TEAM MEMBERS:
Tom Richards Global Chief Creative Officer
Frank Mazzola Global Chief Creative Officer
Lauren Pollina Executive Creative Director
Jeff Weston Group Creative Director
Katrina Adamo SVP, Creative Director, Copy
Taulant Bushi VP, Creative Director, Art
Chris Cassella Copy Supervisor Jesus Acevedo Group Art Supervisor
Rema Sayed VP, Account Director Simon Kemp Executive Producer
Eden Alexanian Senior Producer
Jee Lee-Longo Group Art Supervisor Min Kim Art Supervisor
ALEXION TEAM MEMBERS:
Jenni Slate Director, U.S. HCP Marketing
Kishan Mistry Senior Manager, U.S. HCP Marketing
Production Company: Chief Productions, Kaleida
