Astellas Oncology

Changing the course of cancer.

Astellas had a bold vision for oncology. In just 10 years, the franchise had grown to represent more than half of the company’s US business, with a booming pipeline to continue the trajectory. But Astellas wasn’t yet known as an oncology company. To change that, they turned to Pivot.

Strategically, the campaign needed to communicate Astellas’ focus on hard-to-treat and advanced cancers. “Changing the course” was equal parts tagline and brand promise, inspired by their deeply personal commitment to providing options—and hope—for patients who need them most. A beautifully illustrated red path served as a poignant metaphor for the cancer journey, threading through digital and print marketing tools. Our original documentary series Changemakers provided compelling content for the franchise website and social.