REPATHA: BECAUSE YOU’RE HUMAN

People with stubborn high cholesterol work hard at eating well, exercising, and doing everything right to lower it. But they feel like no matter how perfect they are, nothing seems to work. In focus groups they literally said “We’re only human. We’re not robots”.

So we created a sympathetic robot named Sam. Sam can do things perfectly, but understands that humans sometimes need help lowering their cholesterol. And with Repatha, they can dramatically lower their cholesterol by up to 60%, while they get back to living a more normal life. Because, they are human.

Video content ran on targeted streaming platforms, and there was a robust social media presence.

Amgen also used the campaign as an internal case study to show how a stagnant product could be successfully re-marketed. My role: GCD.

2021 MM+M award winner

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