THE MOVANTIK Movement

Brand identity, core messaging, product name and ultimately global HCP and patient campaign for AstraZeneca's opioid induced constipation drug MOVANTIK.  A branding journey that began with a white board brainstorm in a Soho board room and led to a super TV bowl spot less than two years later.

Our first step was defining OIC (Opioid Induced Constipation) to HCPs. We began with a unbranded campaign educating doctors about the complications of using powerful pain medications. The winning concept used humor and illustration to sell the science. A high science New Yorker Magazine type cartoon concept was the basis for an illustrative campaign educating about "mu" receptors in the brain. These receptors inhibit pain when treated with opioids but can also inhibit bowel function. This gave way to a branded HCP campaign of both education and efficacy data.

The consumer campaign including TV, print, bus stop posters leveraging the OTC is Different "snail" and animated campaign- an illustrative twist on the winning HCP approach.