Psoriasis patients are affected not only physically, but we knew since the briefing that this disease can really influence the patient state of mind. This was the starting point for marking the one year benchmark since a treatment against Psoriasis from Eli Lilly was also available in Romania. We knew that touching someone was the perfect way to express emotions so we really embraced the emotional benefits that come along with Ixekizumab: a clean skin that generates an emotional effect and restores the patient's freedom to enjoy all the positive emotions that they were refused before.
Therefore, the mental and physical benefits of this particular therapy were put together in a single creative concept: #freedom2feel because the patient was truly free to embrace their loved ones. Of course the event highlighted this creative direction in every aspect: not only the main visuals had in front center #freedom2feel but also our digital experiences were developed to maximize this approach as well as the all printing materials giving to the audience.