BRAND LAUNCH
For the launch of Anzupgo hand eczema cream at a major pharma congress, the activation was built around the theme “The Joy of Touch.” Under the title Do Not Touch, with “not” crossed out, the creative idea played on the restrictions many patients face, turning a symbol of limitation into one of possibility. Pottery, normally out of reach for someone with chronic hand eczema, became the hero of the campaign. Healthcare professionals were invited to shape clay on a branded wheel, guided by a potter, while reflecting on how touch shapes everyday life for their patients.
the feeling of touch through motion
The concept extended into the booth’s digital environment. Large display screens and interactive touchscreens carried the brand’s key messages, animated through a motion language inspired by touch itself. Letters shifted, pressed, and overlapped as though they were reaching for one another, giving the content a tactile and human quality.
More materials coming soon...