Rethink 1L ET Unbranded Campaign Launch

Role: Creative Direction

While 1L SOC has advanced to include CDK4/6i, aromatase inhibitors (AIs) have remained the most used endocrine therapy (ET) backbone since their introduction
over 2 decades ago. How can we modernize our understanding of what’s limiting patients’ time on their 1L ET backbone?

Utilizing a strong visualization with a bold nostalgic twist, we help AstraZeneca prime the market by making the analogy between the way breast cancer has been treated in first line settings. Maybe, just maybe its time to move past old technology and rethink 1L endocrine therapy. rethink1let.com