Selected AREA 23 teams worked on concepts for Insmed—one of the agency’s biggest clients—who is preparing for the upcoming launch of their new drug for non-cystic fibrosis bronchiectasis (NCFBE): Brensocatib. I worked with a great copywriter, Lucy Beeching, to come up with a concept that was quick and clever, inspired by Wolkswagen’s Think Small 1959 ad. This idea was loved by creative leadership and made it through multiple client rounds, until the strategic brief changed a little.

The essence of our idea was: For HCPs, dealing with exacerbations caused by bronchiectasis can be like trying to wrangling an unpredictable force. It has been a frustrating experience for HCPS to manage–until now. With Brensocratib, there’s finally a treatment that turns what may have seemed out of their control into something more manageable. 

Below is the evolution of this concept and its two iterations.