IT TAKES 2
IT TAKES 2
The Client: Boeringher-Ingelheim/Eli Lilly
Role: Co-led original pitch in collaboration with strategy and account teams. Led creative concepting, campaign brand & identity, and pre & post production.The Situation
Chronic kidney disease (CKD) disproportionally affects people above the age of 50, Black and Latina populations, and those living with high blood pressure and diabetes - yet 90% of people with CKD don't know they have it. The Idea
For HCPs, it takes 2 tests to detect chronic kidney disease and for patients, it takes 2 - you and your doctor. So we decided to use the nostalgia of hip hop, and the 50th anniversary of hip hop, to reach these two different groups of people through a very catchy song.
TMZ
“Rob Base remixes ‘it takes 2’ for kidney disease awareness, DJ ez rock’s legacy”
The Results
A fully integrated campaign reaching across paid, owned, and earned channels.
The headlines
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Lilly, boehringer run ‘It takes 2 campaign’ with hip-hop artist rob base for kidney disease awareness
FiercePharma
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Hip-Hop classic “It takes 2” Takes on a new meaning in Remix to Elevate Importance of Testing for Kidney disease
MM+M
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Lilly, BI drop beats and knowledge in it takes 2 kidney disease push
MM+M
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lilly, boehringer ingelheim release spanish remix of it takes 2 campaign
PRNewswire
Awards & REFLECTIONS
2024 Fierce Pharma: Best Online Film ‘It Takes 2’
2024 FiercePharma: Public Relations Campaign It Takes 2
2024 PRNews ‘It Takes 2’ - Video Series
2024 PRNews ‘It Takes 2’ - Public Health & SafetyReflections: I guess 2023 was also the year of hip hop for me! This campaign was so fun to work on and was truly a team (inter-agency!) collaboration. A huge s/o to my partner Dennis Greeley, who leads creative at our sister agency DNA, for always bringing the positive energy to what sometimes seemed like endless ideation sessions, for low-key being a lyrical genius, and just such a great person to work with.It takes a village
Group Creative Director: Dennis Greeley
Group Creative Director: Erin Loonan
Art Director: Julia Fitzgerald
Copywriter: Kelsey Sarracino
Account Lead: Kara Casano
Executive Producer: Jennifer Zarrillo
Director: Brian Petchers