How do you launch a new drug that kills cancer cells and genuinely brings HOPE to Multiple Myeloma patients across the world? That was our task and how the ‘Song of Hope’ was born - Beginning with the science itself and the battle that ensues in the body when cancer cells are killed, we thought what better way to communicate this incredible story than with music and it’s unique power to elicit a huge emotional response.
Working with the amazing DaHouse studios in Berlin, we were able to attribute musical notes to the cells themselves and in doing so, compose a melody. Alongside cognitive neuroscientists in London, we were then able to interpret the best ways of using these notes to obtain the exact neurolgical responses we needed in order to evoke these feeling of hope when patients heard the song. Eventually, a score was written, a studio booked, musicians rehearsed and an incredibly heart lifting piece of music came to life and HOPE came with it - Together with this we produced our own unique graphic style, a hand crafted font made from the music itself, as well as developing original print & digital assets.