Keytruda

Keytruda – “Known For”:

Cancer shouldn’t define anyone. Keytruda’s “Known For” campaign reframes the cancer journey through the lens of identity. The goal: shift the narrative from diagnosis to the richness of patients’ lives—artists, organizers, parents, explorers—showcasing how treatment helps them keep being known for what truly matters.

We crafted emotionally grounded TV and digital spots spotlighting real patients doing what they love, painting, parenting, giving back. Paired with the empowering tagline “It’s TRU,” the campaign extended to educational platforms like understandcancertogether.com, building a bridge between science, storytelling, and support. This wasn’t about the disease, it was about dignity.

In a category often defined by clinical language and fear, we focused on humanity. “Known For” gives patients agency, celebrating life beyond the diagnosis. It allowed Keytruda to emotionally differentiate itself as more than just a drug: it’s a partner in preserving identity and purpose.

• This campaign made space for optimism and ownership in the cancer conversation.

• It resonated because it didn’t pretend cancer isn’t hard, it just reminded us that people are more than their illness. Keytruda helped bring that message to life, beautifully and powerfully.