Lauren M. Bell
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Redemplo

HCP/DTC CAMPAIGN: “AIM HIGH, LIVE LO” (AKA “GO LO”)

Arrowhead was looking for a disruptive new campaign to launch its breakthrough new drug, Redemplo—a therapy that lowers triglycerides in patients with familial chylomicronemia syndrome (FCS). My partner and I created the work that won the business. The campaign was ultimately adapted for HCP and DTC.

 

The Redemplo campaign is currently being considered for the MM&M Awards 2026

Campaign Sizzle Video

The “Go Lo” campaign spanned HCP and DTC

 

Above is what the campaign evolved into, but below is how it was conceived — with a snarky, tongue-in-cheek attitude that won the business

 

Print

Distinctive, tongue-in-cheek copy gets attention. Campaign photography taken from a strategic aerial view shows FCS patients in a state of euphoria, on the ground, having reached a new “lo”—low triglyceride levels they never thought possible thanks to Redemplo.

 
 
 
 
 
 

DTC Social

Showing how the HCP campaign can extend to DTC with this branded patient testimonial series

 
 
 

Congress

Booth drivers placed in and around HCP congress locations

 
 
 
 
 

Congress Activation: “Lotivational” Speaker Series

At congress, a “lotivational” speaker presents Redemplo to HCPs with a surprising (and entertaining) twist. The experience lives on in the form of an inspiring and informative self-help book. I’ll never forget how my art director laughed when I asked him to mock this up

 
 
 
 
 

Website

The Live Lo campaign lives loud on HCP and DTC sites with distinctive typography and signature slope graphic

 
 
 

Manifesto

This captured the whole idea for the “Live Lo” campaign, and I loved writing it.

 

CREDITS:

Chief Creative Officer: Allison Ceraso

Executive Creative Directors: Howard Lenn, Alex Cho

Creative Directors: Lauren Bell (me), Doug Parrish