AgencyRx for Novartis's Femara
In its campaign for Novartis Oncology's Femara, an aromatase inhibitor (AI), AgencyRx developed simple and haunting creative by keeping science as the focal point. "Its simplicity is very powerful. But at the same time, simplicity doesn't belittle it," says Michael Schreiber, managing partner, creative director. "It makes it that much more devastating."