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Januvia has been a leading brand in the treatment of type 2 diabetes, but was under attack from a plethora of new brands and competitive advertising campaigns. 


The client was convinced they needed a metaphor to explain the challenges of a person with type 2, so we explored many. 


The seesaw metaphor is not only the one that patients selected in testing, it has helped sustain the brand’s leadership in a very crowded marketplace.

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