Keyword: FCB Health

COPD patients are frustrated with their inhaling devices. But doctors don't necessarily know that. In this award-winning campaign in the professional category, Boehringer Ingelheim and FCB Health got doctors to look beyond the plastic and buttons to see that the patients using the devices are "The Real Inhalers."

Interstitial lung disease has more than 200 possible causes, some unusual and obscure, but Boehringer and FCB Health used images to connect the dots.

Once considered neophytes in the hip and happening ad scene, pharma companies—some of them, at least—are breaking out with smart creative executions, innovative tools and tech-assisted novelties that go beyond standard pharma campaign fare. That’s evident in our first crop of award winners.