Sotyktu
We partnered with Ted Danson (who has psoriasis) and Mindy Kaling (who does not) to spread awareness with a video series about managing your psoriasis. These videos would live under Sotyktu’s existing “So, Have You Found It?” campaign.
Concept Pitched:
Foundation
Ted Danson’s charitable psoriasis foundation has lost its it and the board is looking for a fresh new direction. The board finds their it again with Mindy Kaling, but as a new version of Ted Danson. “New Ted” (aka Mindy) manages differently than Old Ted, making life at the foundation much easier, just like Sotyktu does for psoriasis patients.
This approach communicates Sotyktu’s USPs (one pill, once a day, taken anywhere/anytime, with or without food) in a clever, compliant way while placing Ted and Mindy in fun, comedic roles.
Execution:
Lunch Chat
In one video, Ted sits down with a patient to discuss how she’s found her it again thanks to Sotyktu. In another, Ted, Mindy and Dr. Soung discuss how patients can advocate for themselves and explore their psoriasis treatment options.