"Tru Stories" Launch Campaign

The "Tru Stories" campaign is based on the simple truth that people with stage 4 cancer don't want to be sold to.  Or marketed to.

They want the straight truth. As luck may have it we noticed that the word "Tru" was part of the product name.  While other teams were focusing on the "Key" part of the name, we focused on what patients want to hear.  The "Tru" Story.  Our campaign was selected as the winning concept after weeks of consumer testing in an Omnicom-wide shoot out. Although TBWA ended up producing the campaign and the spot below, the concept was created HERE!

Original Print Campaign:  Below are the original concept ads our team created for this campaign.