OPEN UP YOUR HEART, OPEN UP YOUR LIFE.
Johnson & Johnson Cypher stent: tv / print / digital / videos / HCP
In a record 4 months from winning the business, Florence Buchanan and Karen McIntyre oversaw the launch of an integrated tv, print, digital and professional campaign for the J&J Cypher stent. It was the first-ever DTC campaign for a medical device.
3 weeks later, Cypher grabbed 3 share points from its main competitor, and Cypher's web traffic was up 431%.
The work won the top prize for The Best Integrated Campaign in J&J's global Burke Awards competition.
Music by Guster
Director: Kieran Walsh
CD, Art Director: Florence Buchanan
![](https://cdn.myportfolio.com/d5886dc3debcb211e82873390d0679cc/bfe1ef1e34945aac8fadb884_rw_1920.jpg?h=aa91eb5533a1909f2f23199e5f39fcea)
Photography: Richard Schultz (left, center)
John Arsenault (right)
![](https://cdn.myportfolio.com/d5886dc3debcb211e82873390d0679cc/b6b07de63df719bad5abde02_rw_1920.jpg?h=53e3170dd7330f1b1ee774a95d166719)
![](https://cdn.myportfolio.com/d5886dc3debcb211e82873390d0679cc/a9cb64275dd504261cb80782_rw_600.jpg?h=6f631a5e839a1f483b8cd72f32087c28)
![](https://cdn.myportfolio.com/d5886dc3debcb211e82873390d0679cc/dda692ce0643920444e520e2_rw_600.jpg?h=a478283e5c1145d31deff00eb115e572)
![](https://cdn.myportfolio.com/d5886dc3debcb211e82873390d0679cc/275d22080640fa32c03ceaf1_rw_600.jpg?h=1436d9a5c1ad1521aa0adfd758136833)
![](https://cdn.myportfolio.com/d5886dc3debcb211e82873390d0679cc/ea63ece08acfe16447fcbfde_rw_600.jpg?h=fbeeddca643ea31cde511bdfecce1139)
Professional
![](https://cdn.myportfolio.com/d5886dc3debcb211e82873390d0679cc/aa5280cdb57eca1cbd9d6c09_rw_600.jpg?h=b8022d1757bbcffc2335f9da47cd0a54)
Professional
![](https://cdn.myportfolio.com/d5886dc3debcb211e82873390d0679cc/03c0885851d701ffc4136c34_rw_1920.jpeg?h=af7fadc83c1883c2e5e6d993f228709f)
![](https://cdn.myportfolio.com/d5886dc3debcb211e82873390d0679cc/ac2512d187a89329a2481715_rw_1920.jpg?h=a302df2e3395f902c0715c2e936a0b6b)