Exposing the hidden threat

Patients that have EGFR exon 20 insertion mutations face a harsh reality.They have a cancer that’s so off the radar, it’s often not even tested for. Even worse, they suffer a 75% higher risk of death than those living with more common EGFR mutations.

Our campaign needed to expose the plight of these patients, raise awareness, and help highlight this out of sight, out of mind cancer.

With the Hydra concept selected globally, we were asked to craft the idea for the EMEA market and capture the nature of this hidden disease.

To convey the real sense of danger and menace this mutation brings, we made the executions frighteningly real and highly detailed. Working closely with Luma, a leading CGI production company, we studied reptilian scale patterns in nature to give each hydra that heightened sense of realism that looks like it could strike at any moment.

By placing the hydras on limbo sets we wanted to confront HCPs and Pathologists with strikingly clear images of a mutation that may be hiding