HER2-mutant advanced NSCLC is a deadly lung cancer mutation that was first identified way back in 2004. Despite this, HER2 hasn’t seen the same progress as other mutations. All patients can do is wait for a miracle. Or, The End. After 20 long years of stasis, this campaign needed to inspire real momentum. And our art direction was key to achieving that. Treatment is lagging. Patients’ lives are lagging. And so, our campaign does too. With a bespoke algorithm we randomly disassembled pixels within the photography itself – emulating the inescapable and unpredictable reality of HER2 patient’s wait. We continuously tweaked the parameters of our code and meticulously overlapped these unique lags to bring to jittery life the static moments HER2 patients feel the most trapped. We ran our typography through the same algorithm and even created lagging soundscapes from noises captured on set. Then we went a step further. Through an experiential film, we put oncologists right in their patients’ shoes. We literally made them wait for what felt like 20 years. But in all this lag, we left glimpses of expression untouched. Creating a bond of hope between the oncologist and patient, and inspiring our audience to help end the wait. Our dramatically different portraits, 6 sheets, social posts and films ran exactly where we knew oncologists would be – at congress, online and in global oncology meetings. And in the end, we didn’t have to wait long to see results: • 2 congresses • 9 days • 47,859 video views • 257,135 online engagements. All for a mutation no one was talking about. Really though, our client said it best, “The results are almost as powerful as the story their eyes tell.”