In the world of infectious disease, antimicrobial resistance continues to be one of the most pervasive challenges. Physicians are expected to treat uncertain infections with certainty. Therapies that were effective yesterday may not be tomorrow. And any mistake can put vulnerable patients at risk. Such unpredictability creates a delicate balance, a moving target. This means the treatment paradigm must be constantly recalibrating itself, continuing to rise to a challenge of increasing difficulty and dynamic objectives.
To empathize with the difficult position in which infectious disease physicians often find themselves, and to empower them to feel more confident in their treatment decision-making, we created a campaign that brings their battle to life—and puts them at the controls. With compelling, video game–like graphics and vivid animations, we created a world in need of saving—threatened by infectious invaders—and a powerful protagonist to team up with physicians and fight back: EMBLAVEO™.
The campaign video kicks off by introducing specific bacterial villains—until they come under fire from a hero just out of frame. Enter EMBLAVEO, the champion of the story, effortlessly destroying invaders and defending the world from their tyranny. A story for the ages, the video manifests a spirit to inspire infectious disease physicians to take on antimicrobial resistance with confidence.