BOTOX for CM needed a big idea instead of a shrinking market share. We achieved this by getting deep inside the mind of the patient. To show the audience they've achieved so much in their everyday life despite having a crippling handicap. And to inspire them to become more fully present. Along with broadcast TV, we created a social campaign that drove the experience home and a digital hub that showed them finally that someone understood what they were going through and could help.

We created an 'inner world' environment with projection screens. This concept from the TV spot below was carried through at HCP Congresses.