Fibrotic Punk

Fibrosis is wreaking havoc, vandalizing the liver long before symptoms appear. By introducing a personified mascot of fibrosis, we turn an abstract biological threat into a clear and recognizable enemy.  And motivate HCPs to take it down.

The Fibrotic Punk has WRECKED this booth. From across the room the damage is clear.
It's burnt, greasy, and shredded. Security footage reveals the culprit: Unchecked fibrosis.

Create 3D versions of the Fibrotic Punk to do a full OOH takeover. This punk is merciless–he’ll be graffiting, stomping, and driving over key messages at every congress touchpoint.

Send doctors a limited edition Fibrotic Punk action figure with a teaser to the congress and driver to the microsite.

An action-packed comic book that breaks down how fibrosis is bringing down the liver system. Details his shenanigans to learn more about the importance of treating the underlying cause of fibrosis, and not just the symptoms.

During the congress, we’ll create beautiful liver sculptures and overnight have our punk destroy them. The message is clear. Let loose, fibrotic pathways will destroy the liver.
Bonus: Surveillance-style social media videos will be shared revealing the punks are to blame for the destruction.

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