“What if we just made it HUGE and put it in Times Square?”
— Me, making the same joke every time I concept (until it came true)
Make HStory
UCB Unbranded Campaign
People living with Hidradenitis Suppurativa (HS) typically go unseen.
On average, it takes 10 years just to receive a diagnosis and many struggle through isolation.
Make HStory provides not only disease state education for those suffering from HS, but also a sense of community and connection with others who have struggled as well.
Through a pop-up world record breaking event in times square, print brochure materials, and social posts with Dr. Lee, the Make HStory campaign has brought many patients with HS together.
Building the ball, and breaking a record.
When briefed on our Times Square project, we knew we needed something groundbreaking to get word out about the struggles of the Hidradenitis Suppurativa community. Based on insights about the amount of bandages the average patient uses, we wanted to create an art piece that could symbolize overcoming such strife.
So we set out to create the biggest ball of bandages in the WORLD.
With a quick turnaround, and an ambitious goal, the ball was created using
3,500 bandages at 280.87 pounds.
Once created, an official Guinness officiator had to appraise the ball in his official Guinness Record suit.
We took some celebratory pictures with the ball and clients :)
Building the HYPE
The day before, we wanted to do something to get noticed.
Our creative team decided to go on the Today Show… by jumping up and down behind the studio window
I like to think we got the house speaker Mike Johnson to laugh during this segment.
Designing the OOH for Times Square
Alongside the ball, I designed the digital signage featuring a real HS patient that displayed in the surrounding area, as well as on the NASDAQ and other iconic screens in the area.
Bandage Ball on Display
On display in Times Square, visitors and HS warriors alike were able to see the world record broken in the name of Hidradenitis Suppurativa awareness.
Accompanied with a digital screen that displayed photos passerby's were taking with the ball, and another HS advocacy group’s fashion show stage, Times Square visitors interacted with us and our world record.
And of course my friends and fella came out to support :D
