The World's Most Uncomfortable Bed

Senior Designer, contributing to creative concept development and experiential design, collaborating closely with the associate creative director, strategy, account lead and advocacy partners to ensure the campaign balanced emotional impact, compliance, and clarity across all touchpoints.

Atopic dermatitis (AD) is a chronic and debilitating condition that causes severe itching and sleep disruption, significantly impacting quality of life. Sanofi Genzyme sought to raise awareness of the disease burden in Canada while navigating strict pharmaceutical regulations that prevented naming the treatment directly.

The challenge was to create a campaign that was emotionally resonant, compliant, and culturally relevant, reaching those affected by AD and the broader public without relying on traditional product-led messaging.

Create awareness and empathy for atopic dermatitis in a bold, disruptive, and human-centered way, while working within regulatory constraints and maintaining credibility in a highly regulated healthcare environment.

We developed an experience-led, multi-touchpoint strategy designed to make the invisible burden of AD tangible. Rather than focusing on medication, the campaign centered on lived experience, using discomfort as a storytelling device to spark empathy and conversation.

The strategy integrated owned, earned, and social channels, supported by collaboration with patient advocacy groups to ensure authenticity, sensitivity, and relevance for the AD community.

A custom-built installation, The World’s Most Uncomfortable Bed, was created and installed in a specially designed room at Toronto’s Gladstone Hotel. Every detail of the environment was intentionally crafted to simulate the discomfort of living with AD.

Influencers and individuals connected to AD sufferers were invited to spend a night in the space over the course of a month. Their experiences were documented using night-vision cameras, allowing the public to witness firsthand the challenges of sleeping with AD and transforming awareness into empathy.

Post-campaign qualitative and quantitative research demonstrated a 132% increase in awareness of available treatment options, alongside heightened public understanding and empathy for those living with AD.

The campaign sparked meaningful conversation, deepened engagement within the patient community, and reinforced Sanofi’s leadership in advancing education and awareness, laying the groundwork for continued advocacy and outreach.