Boehringer Ingelheim Tames the Dragon of GPP with Spevigo.
The 2022 American Academy of Dermatology (AAD) saw the appearance of a unique disease state exhibit for Boehringer Ingelheim’s not-yet-approved drug to treat Generalized Pustular Psoriasis (GPP).
The exhibit, “The Unwearable Collection,” used a collection of four sculptures, each a 3D interpretation of how people with GPP described their experiences and symptoms. Specifically, those four areas are (1) physical pain, (2) life threatening/2900 knives, (3) the pain of isolation, and (4) flare intensity. While the sculptures evoked a high-end fashion show presentation, the message was that no one would ever want to wear this, “The Unwearable Collection.”
AAD attendees were not necessarily aware of GPP, a rare disease, so the exhibit displaying The Unwearable Collection was not only compelling but also very educational. You can read the case study here.
At AAD 2023, with the approval of Spevigo to treat GPP, Boehringer Ingelheim wanted a launch exhibit that was as powerful as the disease state exhibit. Connecting the pain to the treatment required a powerful image, a powerful metaphor, and a powerful statement: Disrupt the Fury.
Enter the Dragon.
With the approval of Spevigo, this disruption was accomplished. How could Spevigo disrupt the fury of patient suffering? The solution to the challenge had to be a design as powerful as the disease.
To disrupt the fury, BI used a ferocious, cave-dwelling, fire-breathing dragon.
Designers faced a challenge: yes, they needed to develop the dragon’s cave, but how much of a cave? was a legitimate concern for the highly regulated environment of a medical congress? The cave needed to be open and as welcoming as a dragon’s cave could be for attendees without violating any codes such as sight lines and the like.
In demonstrating the disruption of the fury of GPP, the dragon went from breathing flames to breathing flowers, as you can see in the video.
The cave was created from painted and sprayed foam. The same process was used on the stalagmites. The rock wall was painted fabric, and the dragon video was projected on the fabric.
Attendees entered the booth to free the dragon and face the fury. The hospitality area used winged stools for the brand element that is part of the Spevigo logo and perhaps to evoke the dragon’s wings.
Bringing Ideas to Life Through a Strong Partnership
“The team at ACCESS TCA is collaborative, professional, and has an in-depth understanding of how the Congress world works. ACCESS was an amazing partner with our marketing agency, and the effort resulted in not only on-time delivery of services but a completely immersive experience for all of those healthcare professionals who came through our exhibit booth.”
– Congress Operations Manager, Boehringer Ingelheim
Explore the Exhibit
