Xarelto Extra Moments
Xarelto® has been a trusted partner in protecting patients against the catastrophic impact of thrombotic events, with over 100 million patients worldwide relying on its efficacy. However, the challenge was to evolve the brand narrative, focusing on not just the clinical benefits, but also the emotional connection between healthcare professionals (HCPs) and their patients.
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The “Extra Moments” campaign centers around the theme of protection, highlighting how Xarelto allows patients to continue enjoying life’s small, everyday moments—moments that would be missed without proper protection. Each indication in the campaign is represented by a unique character, bringing the protection narrative to life with personalized, relatable stories. From “Grandad’s extra jokes” to “Grandma’s extra portions,” these everyday moments emphasize the human side of medical protection.
The campaign was implemented across multiple channels, including print, digital, and experiential activations, where HCPs are acknowledged as the true heroes, providing protection that extends patients’ lives and allows them to create more of these precious moments. With a clear, unified message of safety and efficacy, the campaign has successfully reinforced Xarelto’s position as a leader in NOAC (non-vitamin K antagonist oral anticoagulant) treatments.
Disciplines: Advertising, Branding, Digital, Print
Agency: DDB Remedy
Client: Biktarvy
Role: Creative Director
Country: UK
