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— PROJECT NAME
Old Methods,
New Discoveries
— PROJECT TYPE
Corporate Priming Campaign for Breast Cancer Treatment Innovation
— ROLE
Group Copy Supervisor
— CLIENT
Eli Lilly and Company
— DATE
May 2024
The Problem
Oncologists are always seeking true innovation in cancer care—but when it comes to endocrine therapy (ET) for metastatic breast cancer, they often see new treatments as incremental, not groundbreaking. This perception risks undervaluing—and underutilizing—emerging oral SERD therapies, which could mean fewer patients benefit from their potential.
The challenge? Change the conversation before these therapies even launch. Inspire oncologists to see beyond “formulation change” and recognize the leap forward in science.
The Strategy
Reframe innovation in endocrine therapy as part of the larger, timeless story of human advancement. By showing that while human needs haven’t changed for millennia, the ways we meet them have evolved dramatically, we could provoke oncologists to re-evaluate what counts as “innovation” in their field.
The Idea
Old Methods, New Discoveries—a visual storytelling campaign that draws a straight line from humanity’s earliest problem-solving breakthroughs to today’s advancements in ET.
Each execution pairs a primitive need with its modern counterpart, revealing how far we’ve come. From hunting to home delivery, from rudimentary tools to precision medicine—the parallel invites oncologists to see oral SERDs not as mere convenience, but as a surprisingly advanced step forward.
The Execution
- Hero Visuals: Juxtaposing age-old human methods for meeting needs with modern technology to dramatize the leap from need to innovation.
- Provocative Headline: “Human needs haven’t changed. We’re just advancing how they’re met” that sets up a conceptual framework for depicting several different scenarios.
- Strategic Hook: Embedded subtle educational cues linking 100+ years of endocrine therapy science to the emerging potential of oral SERDs.