Launch of Gardasil for Sanofi Pasteur MSD

Gardasil®, the world’s first vaccine against cervical cancer, will save girls’ lives. Client SanofiPasteur MSD asked us to design a launch showcase, an event that demanded drama, emotion and scale.

The brief

Bray Leino was asked to create a launch event for Gardasil, the pioneering vaccine that protects girls against cervical cancer, for an audience of chief executives and sales reps from SanofiPasteur MSD, Merck and Invotech.

The challenges

With 800 delegates on the guest list and a budget of £1-2 million, the challenge was to deliver a really big idea.We set out to create a fully integrated event, from the choice of venue to creative concept, set build, audiovisual services and the production of a major evening event.

The solution

We took the theme of ‘brand new day’ as the basis for a two-day event that gave each delegate an unforgettable experience while telling every step of the Gardasil®story.

The execution

Delegates arriving on day one were greeted with dark images and stark facts about cervical cancer. When they returned on day two the scene was very different. Overnight the hotel had been redressed with the uplifting ‘brand new day’ theme. The daytime conference business included workshops and presentations. In the evening the event culminated in a gala dinner at the Royal Albert Hall, hosted by Tess Daley. There a specially composed song was sung by a choir of 50 girls, alongside M-People’s Heather Small.

The verdict

Many delegates were in tears, all immeasurably proud.

• 800 delegates
• Budget of £1-2 million
• Two nights, one business day
• Gardasil® has been developed by Merck & co inc and SanofiPasteur MSD. In Europe the vaccine is marketed by SanofiPasteur MSD