Advantage Hers is a global awareness and empowerment campaign for women living with chronic inflammatory diseases. The campaign features tennis star Caroline Wozniacki, which was diagnosed with rheumatoid arthritis and is the first time UCB has partnered with a spokesperson. Developing the logo presented a unique challenge because it would have to be translated into over ten different languages for markets around the world. It was important to have something unique and impactful but versatile enough to accommodate different languages. The client narrowed the selection down to two options (one developed by the New York office and one developed by the London office) and ultimately chose the option that I created.

Ruder Finn teamed up with Blonde in the UK to produce a video/ photoshoot where Caroline told her personal story and also created informational videos on how to manage chronic inflammatory diseases. By working closely with the UK team we were able to ensure that we captured the right mood and message for the campaign. The videos were used to launch the campaign on social media and on the UCB website where a content hub was created using their CMS. This content hub houses informational videos, guides and links to Caroline's social channels. Due to the pandemic, planned in-person events were pivoted to Facebook and Instagram Live which reached a much larger audience at a fraction of the cost.

My Role: Art Direction, Concept Development, Design, Photo Shoot Direction, Image Retouching, Web Design

Contributors: Creative Direction: Constantine Frangos Art Direction (UK): Lee Manning Video Production: Blonde Limited (UK)