Turning Point Pitch Creative

Project Background:
Turning Point Therapeutics is a brand new company looking to make waves and set the stage for the launch of its first drug in the ROS1+ Non-small cell lung cancer space. Knowing that they will be going up against ‘Big Pharma’ they were looking for an unbranded campaign that would truly set them apart and get people talking.

My Role:
As the creative lead for the pitch I oversaw campaign concepting, brand strategy, and presented at the winning pitch meeting.

Concept and Creative Direction

Turning Point’s debut into the Pharma world would take place the ASCO convention. We aimed to make a big splash and get people talking by posing a simple question. What if the very words used to describe cancer are the very same attributes we will use to defeat cancer? What if we could treat like we see it? It’s #OUR TURN.

Building the brand

Surround Sound Tactics Around the Convention

A rollout plan of strategically placed signage around the ASCO convention was created to draw attention to Turning Point’s introduction to the Pharma world. Our campaign and hashtag would pop up around every corner and be displayed in unexpected places. Everything was carefully considered from large OOH signage, guerilla style tactics, to even displaying our message on the transportation to and from the convention.