With the continued success of IDELVION as the #1 prophylactic treatment for hemophilia B, CSL Behring wanted to push the brand further by making a deeper connection with patients. That meant pumping new life into an established campaign, connecting with a younger audience, and showing how clinical advantages can translate into real-life benefits.
A refreshed “Hero Within” campaign conveying relatable rewards of powerful bleed protection. Building off the forced-perspective visual fun of the original campaign, new imagery shows young adults with hemophilia B out on adventures with friends. A fresh look and feel with new animations capture high-energy moments in a new light, while conversational and aspirational messaging and authentic patient videos encourage viewers to seize the day.
