Company: The Navicor Group, LLC
Company Description: At The Navicor Group, we specialize in just one area: oncology. For years, we've been helping to maintain and globally launch some of the most successful brands in oncology. Our team of oncology experts and distinguished clinicians partner with award-winning creative professionals to produce strategies that help turn oncology products into important brands—and patients with cancer into survivors.
Nomination Category: Live Event Awards Categories
Nomination Sub Category: Best Exhibition Display, Stand or Feature

Nomination Title: ADC Monumental Advancement Traffic Builder: CANSTRUCTION

The date on which this nominated production was first presented:
June 1, 2012

Briefly describe the nominated display, stand or feature's objectives and how it met those objectives (up to 525 words):
TEXT REDACTED FOR PUBLICATION
Seattle Genetics is the leader in antibody-drug conjugate (ADC) technology and wanted to expand its awareness among healthcare professionals.  The company has a rich pipeline and recently launched its ADC drug, ADCETRIS, to treat either relapsed/refractory Hodgkin lymphoma or systemic anaplastic large cell lymphoma.

The greatest breakthrough in ADC technology has been the ability to create a stable linker. This linker is what holds the chemotherapy to the antibody, making it relatively benign to the patient but deadly to the tumor once internalized.

We created a series of traffic builders to help showcase this breakthrough technology from Seattle Genetics. The first in the series, presented in 2010, was a giant ADC molecule created from LEGO bricks—a great metaphor for the antibody-drug connective bond. The second, made entirely of balloons, was a cellscape depicting the product’s MOA, in 2011.
In 2012, we created the CANSTRUCTION traffic builder—a giant ADC molecule made entirely from food cans. The food was donated at the end of the exhibition to Open Hand, an organization focused on serving people suffering from chronic illnesses, including cancer, in the greater Atlanta, Georgia, area. In addition, Seattle Genetics donated five extra cans to the final donation for each attendee badge that was scanned.

All of these monumental icons have been highly successful traffic builders. The most recent, CANSTRUCTION, was a huge success:
• Booth traffic was steady and above average all three days of the convention
• Active discussion was generated in various social media outlets (eg, Twitter, Facebook). Many delegates distributed photos via media outlets
 • Over a three-day period, more than 1,200 delegates scanned their badges to donate to Open Hand
• Over 6,000 cans of food were donated prior to the December 2012 holiday season
• ASH News Daily featured the CANSTRUCTION prebuild in its Saturday print edition

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List the appropriate creative and production credits for this app: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:

Advertising Agency/City:  The Navicor Group/Westerville, Ohio
Client:  Seattle Genetics
EVP, Managing Director:  Dave Querry
SVP, Executive Creative Director:  Marvin Bowe III
Account Supervisor:  Jason Ferguson
SVP, Creative Director:  Rich D’Ginto
Medical Writer:  Kristen Smith
Senior Art Director:  Jamie Bowers
Production Manager:  Kathryn Strausser
Senior Editor: Brieanna Wilkoff
Process Manager:  Gabriella Mosley-Kashmiry
Philanthropic Partner:  Canstruction