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Erwinaze—Continue the Journey

After acquiring Erwinaze® (asparaginase Erwinia chrysanthemi) in 2012, Jazz Pharmaceuticals was looking to relaunch the brand with a strong and emotionally impactful identity.

The Dudnyk team created the “Continue the Journey” campaign to communicate the importance of finishing a therapy course and to reinforce the role of Erwinaze as an appropriate treatment following a hypersensitivity reaction. Designed in an illustrative style, the campaign projects hope and perseverance by depicting a young boy confidently navigating his cancer journey and staying on course to complete treatment. “Continue the Journey” was well received as the campaign helped strike an emotional chord with target oncologists and oncology nurses.

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