Aroxa: Campaign Concept
Role: CD/Copywriter
CKD related anemia causes a deep fatigue that can completely sap you of your strength. Aroxa can help you regain much of your energy by boosting your hemoglobins (Hb). So the key to feeling like yourself again is literally in your blood. We’d dramatize this by commissioning celebrated artists to paint heroic portraits of CKD patients. The twist? They’re painted in their own Hb enriched blood. These portraits become the basis for a 360 campaign that is a natural vehicle for great content, and for events like gallery openings in key cities. It’s got a mix of interest, grit and authenticity that, given the right PR and media buys, could create lots of buzz.
This is a portrait of Greg Allman, painted by artist Vincent Castiglia with Allman’s own blood. Pretty cool, huh?