GSK: NATIONAL RHEUMATOLOGY CONFERENCE - BENLYSTA

GlaxoSmithKline wanted to emphasize the Benlysta benefits, a drug for patients with SLE (lupus disease), and reach the target audience at the National Rheumatology Conference. We were inspired by the Benlysta patients’ profiles and designed an interactive route, portraying the patients’ psychology aiming to sensitize visitors to the specific disease. A route defined conceptually by technology elements: sound and light design, immersed participants into an experiential walkthrough that consisted of 5 stations depicting the disease’s impact in everyday life, business, social and family relations, concluding to a personal confession by the patient