JARDIANCE is a type 2 diabetes medication which was later found to significantly reduce the risk of cardiovascular death in adults. Evoke was tapped to launch the new heart failure indication with the unique challenge of having to use the existing JARDIANCE branding in a way that felt fresh. This was done by taking the "bugle" icon and transforming it into a heart which was used across a wide range of digital and print collateral. The result is a visual language that has a clear connection to the original branding but is unique and avoids confusion.

To launch JARDIANCE for heart failure, the creative team showed patients how empowering taking control of their condition can be. The anthem commercial and other imagery invites patients to imagine what they'd do if they weren't inhibited by their condition. This includes special moments spent with loved ones, discovering new passions or revisiting old hobbies. A considerable amount of digital and print collateral was created to help patients on their treatment journey, including a series of CRM emails designed to encourage and motivate patients to stick with their medication regimen.