Differentiating a revolutionary treatment for HIV that lets people live life to the fullest.
Most HIV meds must be taken on a very strict schedule to fend off medication resistance. Prezcobix was being launched by Janssen to address the fact that adhering to these strict medication routines gets in the way of our busy lives.
We were challenged with creating a campaign that defied the category. Our answer was an Instagram choose-your-own-adventure game that lived within a SINGLE account. Revolving around the story of Patrick, a flight attendant whose job takes him all over the world at a moment's notice, our story showed the real-world decisions and dilemmas of living with HIV for anyone who's just trying to live their life. The resulting game was a win across social as well as media, with thousands of impressions and interactions, as well as dozens of stories and features across the media landscape.