Context: Healthcare advertising in Canada can be dry, with strict regulations limiting what you can say. We wanted to create something that felt smarter and more creative than the usual pharma work.

Brief: Cimzia wanted to remind specialists that when they prescribe it, patients receive Cimzia itself, not a biosimilar, because it has none. We used that advantage to help win share from Humira.

Result: The client loved it. The campaign won an internal global competition, unlocked more budget, expanded into digital, and earned personal pat on the back from the client.

AGENCY: Core, Canada
CREATIVE DIRECTOR\COPYWRITER: Gautham Seran