The Brief
For people living with rheumatoid arthritis, fatigue and flare-ups can make everyday life feel smaller, causing them to miss even the most ordinary moments. XELJANZ needed to connect with patients emotionally while encouraging them to stay engaged in the routines and movement that help them keep living their lives.
The Results
We built a movement designed to make everyday activity feel achievable and motivating, focusing on the ordinary moments people with RA don’t want to miss. To connect with our demographic in a warmer, more human way, we leaned into 80s nostalgia as the campaign’s visual and tonal language.
The platform launched with a film and digital content built to educate and encourage action. We launched a hand-fitness video series that turned simple hand exercises into an entertaining retro moment, with hands styled like an 80s aerobics instructor on a miniature studio gym set.
The campaign drove measurable impact, increasing website visits by 60% and CRM enrollments by 14%.
Flex the
small stuff.
