Johnson & Johnson/Centocor

Launching the first biologic drug
for RA treatment.

The launch of Centocor/Johnson & Johnson’s Remicade was big news. A first-of-its-kind biologic drug for the treatment of Rheumatoid Arthritis, Remicade treated the underlying cause of this autoimmune condition and made real remission possible.

In developing Remicade’s first DTC campaign for RA, we needed to find a unique way to connect with patients everywhere. Our campaign, with compelling insights gleaned from ethnographic research, reflected a deep understanding of the progressive nature of RA, and how patients viewed the timeline of this disease as a constant series of tradeoffs.

Results: The campaign was so successful that by the end of the brand’s launch year, Remicade had won the J&J’s coveted Bellringer award for sales and creative excellence.