CLIENT
GSK
BACKGROUND
If you’re someone living with lupus, you know it can be a real b****. The fatigue, the flares, the organ damage. But the real b****of it all? The inequity women face; in the way the disease impacts them and in the way the health system too often fails to support them.
IDEA
“B word” finally sparks action through representation and empowerment. Every element of B word was designed to feel bold, bada**, and unapologetically confident. The spot shows women standing up to lupus and taking back control. Its message loud and clear: Yes, lupus can be a real b****, but there’s another B word for treating lupus differently – BENLYSTA
SOCIAL :15s
Scripted “Ping pong”
“Primary” :60 cutdown
“Sister” :60 cutdown
Scripted "Together with BENLYSTA”
SOCIAL STATICS
