XELODA is an oral chemotherapy treatment used to treat colon and breast cancer. Genentech came to us with a rebrand opportunity. Their branding was all over the place and needed one voice. We came up with "XELODA at Work" as a campaign theme. The illustration technique represents XELODA working in the background—allowing the patient to live their lives on their own terms. With a new look-and-feel and some major health literacy injected into the educational material, adherence went up and sales as well—24%. This lead to another 1.5 million in new business from Genentech.