World Exhibition Stand Awards The Winners Supplement | Page 8

Best Storytelling
PLATINUM
WRG
(a division of The Creative Engagement Group)
Agency: WRG
Client: Roche
Exhibition: ERS
8
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
World Exhibition Stand Awards
Independence’ – 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.