World Exhibition Stand Awards The Winners Supplement | Page 50

Best Stand at a Healthcare Event
DIAMOND
WRG
(a division of The Creative Engagement Group)
Agency: WRG
Client: Roche
Exhibition: ERS
50
WRG was asked to bring to life a new
brand campaign that would dramatise the
freedom Roche’s product gives to patients
with idiopathic pulmonary fibrosis (IPF), a
degenerative lung disease.
For IPF sufferers, as their condition begins
to limit where they can go and what they
can do, the home can become a prison.
The objective of the stand was to make the
product synonymous with the very notion of
independence itself.
WRG created the ‘Home of Independence’ –
World Exhibition Stand Awards
an ‘exploded’ house that represented the real
homes of those receiving the benefits of the
treatment and functioned like an interactive
gallery.
With ‘Hold on to Independence’ as the main
tagline to the treatment, WRG literally asked
visitors to ‘hold’ on to purple handle grips
around the house. Doing so would deliver a
story through a hidden sound shower, where
the patient talked about an activity connected
to the object. More than 1,000 of these
stories were unlocked.