CINRYZE® (C1 esterase inhibitor [human]) was well established as the leading prophylactic medication for hereditary angioedema (HAE) in the United States.
In Europe, however, healthcare professionals had low awareness of the disease and its impact on patients' everyday lives. Biopharma company ViroPharma called on Dudnyk to create a professional launch campaign that would clearly channel the devastation of the disease and present CINRYZE as the clear choice for comprehensive management. The surrealistic world of the "Swell" campaign effectively conveyed the anxiety and fear of an unexpected swelling attack that permeates the lives of people with HAE. The clear and impactful message of the campaign resulted in a successful launch in Europe, and significant award-winning recognition within the healthcare advertising industry.