Praxbind, the reversal agent for the anticoagulant Pradaxa, was launched to avoid bleeding in high-risk situations for patients.

Through a simple and direct idea, a humble digital switch with the words ON/OFF, we managed to perfectly convey not just the benefit of the Praxbind product, but also – without it being a goal of the campaign – the benefit of the anticoagulant for which it was expressly created.

We launched a 360-degree campaign that could be easily scaled to all media and formats with a long runtime in order to impact all of the targets and show them the benefits of Praxbind and strengthen the positioning of Boehringer Ingelheim in cardiovascular health.

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