April 8, 2019

Intouch & Regeneron’s “A Beautiful Pair” Named One of Top 10 DTC Campaigns

Image showing characters from A Beautiful Pair campaign

Last week, Ogilvy Health’s chief creative officer Samantha Dolin shared her top 10 list for most creative DTC campaigns, and Intouch and Regeneron’s A Beautiful Pair, was among them.

The award-winning A Beautiful Pair is a comprehensive direct-to-consumer (DTC) campaign that features a stop-motion-animated television commercial, plus print, paid media and more. The campaign is designed to inspire and empower patients who have diabetic macular edema (DME) to take an active role in managing their disease. DME is a complication of diabetic retinopathy, the most common eye disease caused by diabetes. In DME, the macula swells with fluid leaked from the damaged blood vessels.

“The stories are executed so beautifully, both visually as well as from an editorial and storytelling perspective,” said Dolin. “The brand has done something so hard in this type of work, which is create characters that are adorable, likable, and also a little quirky. You want to follow along and see where the story goes.”

It doesn’t get much better for pharma marketers than unanticipated kudos from an industry colleague.

You can check out the tv spot for A Beautiful Pair, along with the other top 10 DTC campaigns here.