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Jardiance

Client: Boehringer Ingelheim

An unbranded National Kidney Month campaign built around one simple idea: the kidney doesn’t work alone. Playful wordplay and unexpected visual metaphors brought the cardio-renal-metabolic relationship to life, reminding nephrologists to consider the broader impact of treating CKD.

Art Director: Jarad Cunha

CRM 'Always Talking' ad: the kidney, heart and pancreas as friends texting each other — 'I HEART you both,' 'Same! I KIDNEY you not,' 'We AORTA get together again,' and 'I'll A1C you later' — Print ad: In the CRM system, communication is key. Here, humorous dialogue highlights organ cross-talk to remind nephrologists that treating the kidneys sends the right message to the heart

CRM 'Consider the Forces at Play' ad: a Newton's cradle whose swinging spheres each contain a kidney, a pancreas and a heart, showing how impact on one organ sets off a chain reaction — Print ad: In the CRM system, every action creates a reaction. Here, nephrologists are encouraged to channel their “energy” beyond the kidneys to protect the heart.

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