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Bristol-Myers Squibb
Beat Cancer 360° Campaign
Press the button, shrink cancer.
The Experience.

For the National Cancer day, we created a 3600highly experiential campaign for BMS Greece.

The campaign was spread in multiple media and was followed by an impressive ‘shrinking cancer cell’ experiential activation, installed at Athens Metro Mall.

The objective was to highlight the problem and encourage people to express their support by pressing a button on the installation to help shrink the cancer cell, in order to support the Greek Cancer Federation.

The campaign was also supported by an interactive microsite, where people had the chance to press the button and see the cancer cell shrinking in real time at its physical location, through live streaming.

The Features.

4 TV reportages

297 Radio Spots

An interactive shrinking shell installation

A phygital interactive microsite

Numerous promotional
materials (Pop, Digital,

The Results.
  • 10.090.000 impressions
  • 17.110 clicks 
  • 33 mentions 
  • 72 press releases 
  • 1 GOLD & 1 SILVER Award at Healthcare Business Awards