| Title | CARRY THE HEALTHY LIVER BAG |
| Brand | GILEAD |
| Product / Service | VIREAD |
| Category | A04. Ambient/Alternative Media |
| Entrant | LEO BURNETT KOREA Seoul, SOUTH KOREA |
| Entrant Company: | LEO BURNETT KOREA Seoul, SOUTH KOREA |
| DM/Advertising Agency: | LEO BURNETT KOREA Seoul, SOUTH KOREA |
| Name | Company | Position |
|---|---|---|
| Soohee Yang | Leo Burnett Korea | Associate Executive Creative Director |
| Hyewon Lee | Leo Burnett Korea | Associate Creative Director |
| Haekoung Yoon | Leo Burnett Korea | Art Director |
| Hyebeom Joo | Leo Burnett Korea | Designer |
| Heungin Kim | Leo Burnett Korea | Designer |
| Heejeong Park | Leo Burnett Korea | Designer |
| Wooje Sung | Ad# | Product Manager |
| Hyunjung Song | Leo Burnett Korea | Vp/Healthcare Director |
| Sejin Jeong | Leo Burnett Korea | Account Director |
| Wooseok Seo | Leo Burnett Korea | Account Executive |
| Ahyeon Kim | Leo Burnett Korea | Copywriter |
Viread® is the new medicine for chronic hepatitis B treatment that can reverse liver damage, which is unique selling point (USP) of this medicine. But, Korean doctors aren’t aware of this innovative benefit yet. So, client wanted the solution that makes doctors aware of this product & its benefit easily.
Usually, pharmaceutical companies distribute the brand’s carry bags with their brochures in it at the medical congress and exhibitions because bag could be a moving ad board. This “Carry the Healthy Liver” bag is not only for branding but also for explaining the innovative benefit easily.
We made “Carry the Healthy Liver” bag. When the bag is picked up, damaged liver on it is changed into healthy liver. Doctors can carry “the Healthy Liver” by just carrying the bag. Everyone who received this bag noticed the product USP at a glance and enjoyed it. Ultimately, stimulated interest even before the product gets officially launched
Viread’s “Carry the Healthy Liver” bag was distributed at the medical congress of ‘Korean Association for the Study of Liver’ for the first time. Majority of Liver Specialists gets interested in this new medicine and looking forward to prescribing it when Viread is launched in October 2012.