After a year since a new treatment for rheumatoid arthritis was introduced in Romania, our partners from Eli Lilly wanted to focus on the effects of that treatment in the patient's life. So we wanted to make a real connection between our main audience - the medical specialists in arthritis and their patients. How can we do that when all the doctors invited already knew all the information related to this treatment? Our answer was to tell the stories beyond simple numbers and rational benefits. Our way to go was to embrace the power of storytelling in all its aspects and forms.
A year with life stories. That was the main concept we shaped every aspect of the event from key visuals to different branding materials, from the main scene to well designed booths with digital interactive applications. We had patient testimonials and a short movie where the same character was patient and doctor at the same time. Our script was written in order to have a dramatic climax where the guests could discover near the end of the short movie the big reveal.