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Perhaps the only decent ads an oncologist will ever see.

'Tasigna is indicated for the treatment of newly diagnosed Philadelphia chromosome positive chronic myeloid leukemia. Its effectiveness is based on major molecular response and cytogenetic response rates.'

You still with me? The fact that medication can be complicated doesn't mean its advertising has to be, especially when you're talking to physicians who know a thing or two about an illness. More importantly, they're human beings just like us. Their time is precious too so ads better stand out and get to the point quickly. And that's just what this campaign did. The images were shot with Dutch photographer Arthur Mebius.

This campaign was developed together with creative Ecco Vos.

Translation - Headline: Precision is everything. Tagline: Tasigna. The targeted cancer therapy.

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