| Title | Ransom Note |
| Agency | CDM Princeton |
| Campaign | Ransom Note |
| Advertiser | SK Life Science |
| Brand | SK Life Science |
| Posted | August 2019 |
| Business Sector | Disease Awareness, Support Groups & Associations |
| Story | Despite several new antiepileptic drugs entering the market over the past 2 decades, 1.8 million adults in the United States continue to be held captive by their seizures. To build awareness of the magnitude of uncontrolled epilepsy among healthcare professionals (HCPs), we personified the disease as C. Zure, a serial kidnapper holding all adults with uncontrolled epilepsy hostage. In keeping with the psyche of a madman, the journal ad was designed to resemble a ransom note. Taunting messages in cut letters pulled HCPs into the greater campaign experience by announcing new victims taken, emphasizing the ongoing prevalence of uncontrolled epilepsy. A trailer was also created to introduce HCPs to C. Zure and the bold messaging platform of the campaign. The jarring footage resembled a horror movie and was designed to disrupt HCP thinking and promote a more informed patient-physician dialogue. |
| Media Type | |
| Creative Director | Brittany Draper |
| Creative Director | Gary Scheiner |
| Creative Director | Debra Polkes |
| Art Director | Sean Downey |