Dudnyk President Frank X. Powers announced that the agency has won the coveted Manny Award for Best Professional Advertising Campaign for CINRYZE® (C1 esterase inhibitor [human]). The agency was also nominated for Best Medical Device for Cavitron®. The prestigious award show, now in its 23rd year, is sponsored by leading industry publication Med Ad News and was held on Tuesday in New York City.
“It is tremendously gratifying to be awarded the Manny for Best Professional Advertising Campaign. The Mannys are highly regarded as the arbiter of the top talent in our industry, and all of the categories were crowded with very worthy competition,” Powers said. “Our clients at ViroPharma and DENTSPLY are ardent supporters of exceptional creativity, and we are thrilled that their trust in us has been rewarded with such respected industry accolades.”
Best Professional Advertising Campaign
Dudnyk developed the award-winning, multichannel campaign for ViroPharma Inc.’s European markets. The agency handles both professional and direct-to-professional (DTP) promotion for the product in the United States and EU.
The artwork for the “Swell” campaign features a woman walking through a park as a portion of the sidewalk swells nearby. This foreboding scenario alludes to the fear and anxiety that people with hereditary angioedema (HAE) feel about the swelling attacks that are a hallmark of the disease—attacks that can occur at any time, without much warning. “This fear can overtake a patient’s life more than any one swelling event,” noted Laurie Bartolomeo, Creative Director, Copy, who developed the concept with John Kemble, Creative Director, Art. The concept was meant to look surreal in a real setting, explained Kemble, to illustrate the waking nightmare that people with the unpredictable condition can experience anytime, anywhere. But the lasting message is that patients who take CINRYZE can head off the attacks before they occur, restoring a sense of normalcy to their lives.
The “Swell” artwork was executed as a CGI rendering of an image taken in a park in Atlanta and an image of the model, who posed in front of a green screen. Dudnyk Account Supervisor Hilary Usalis helped direct the development of the campaign, interacting with partners in Europe across several time zones to make the end result a reality.
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About the Manny Awards
For 23 years, the Med Ad News Manny Awards have paid tribute to the creative work of agencies serving the healthcare market, their people, and their contributions to the industry. Each year at this gala awards ceremony, Med Ad News and agency professionals come together to celebrate creative excellence in pharmaceutical and medical device advertising and to acknowledge those making significant contributions to healthcare communications. On this special evening, more than 600 industry peers join Med Ad News in honoring winners in a range of award categories.
About Med Ad News
The pharmaceutical industry's publication of record for 30 years, Med Ad News provides broad coverage and incisive analysis of the issues, events, trends, and strategies shaping pharmaceutical business, marketing, and sales. More than 16,500 readers—comprising corporate executives, marketing, sales, and product managers—receive Med Ad News 12 times per year. Med Ad News is a publication of UBM Canon.
Dudnyk is a full-service healthcare advertising agency that supports biotech, biopharma, and medical device companies. Respected in the advertising industry for Inciteful Healthcare Marketing™, Dudnyk leverages strategic, scientific, and highly creative capabilities to develop branded and unbranded multichannel communications. Dudnyk is the PM360 Advertising Agency of the Year, the winner of Med Ad News’ Best Professional Campaign, and was cited by Inc. as one of the nation’s 5000 fastest-growing private companies. Founded in 1993, Dudnyk remains fiercely independent and has offices in Philadelphia, San Diego, and San Francisco. Learn more at dudnyk.com or @DudnykHealth.
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