This campaign helps differentiate a new adalimumab biosimilar for the treatment of RA, PsA, UC, and Crohns. Creating a story rich enough to go beyond clinical equivalence and surpass leading drug Humira—and the 11 other biosimilars in market to make it stand out.

Idacio is similar to a geode; it looks like just another rock. But when a deeper look is taken, you can see how it really shines at its core. Idacio is this remarkable geode, with the clinical equivalence you expect, and product features that make it so much more than meets the eye.

My role | Associate AD

Lead AD | Carolyn Pavelkis

Lead copy | Tarah Spernado