THE CHALLENGE

Grunenthal launches Zurampic, a new drug for the treatment of gout.

The biggest challenge was to convey scientific content and motivate the sales force through an event with an entertaining and captivating program, without undermining the scientific value and importance of the new drug, while also delivering the key messages of the product emotionally.

THE EXPERIENCE

Starting from an iconic and value-driven concept – Gotta be 2 – we created an event that resembled a theatrical performance in which gout was experienced in all its stages.

The first act, a mix of dance and dialogue, was used to depict the initial phase of the disease, where the patient faces the condition, approaches it, and searches for a solution. In the central part, an actor portrayed the patient and their clinical journey with an ironic and fitting touch: from the beginning of the disease to its resolution with the arrival of Zurampic. In the closing scene, another dance performance symbolized the liberation from the disease and the return to life.