Finalist
“Don’t Make Them Wait”
Summary of work
60% of patients with advanced renal cell carcinoma (aRCC) never reach second-line (2L) treatment. Yet many physicians wait until 2L before using their strongest treatment, meaning patient lives are cut short.
The brand platform for CABOMETYX® – “Don’t Make Them Wait” – was built on this reality. The creative features melting ice figures in a hospital waiting room, which make the cost of delay vivid and visceral while leveraging loss aversion to shift prescribing instinct. It reframes CABOMETYX® as the only defensible choice at first-line (1L), rather than a sequencing option.
Development was powered by insight and co-creation with oncologists, grounded in behavioural science, and validated through qualitative and quantitative research.
The platform was rolled out to markets through localisable master materials and global enablement content assets. Its international debut at the European Society for Medical Oncology (ESMO) congress in 2025 featured a life-size installation and immersive forced-perspective film.
Post-launch evaluation showed 88% of oncologists felt first-line treatment was urgent and 72% reported rethinking their prescribing approach. All ten priority markets have adopted the campaign. The platform has since expanded across indications, delivering consistent behavioural impact at scale.
Judges’ comments
The judges liked the craft behind the disappearing figures of the “Don’t Make Them Wait” campaign. The impact results were strong, it was very carefully crafted and the sculputure at congress was impressive. It had positive global uptake, was impactful and thought-provoking.
