This winning pitch campaign for Humira dealt with the concept of progress. The word is normally used in a positive sense. But for people with Rheumatoid Arthritis, a progressive, debilitating illness that robs them of the ordinary, everyday activities well all take for granted, "progress" is a word that can also mean the disease is advancing.
"No Progress is Progress" turned the definition on its head, celebrating all the things we can continue to enjoy when we're able to halt the progress of Rheumatoid Arthritis. Even those things we'll never get any better doing. And that's progress enough.
The pitch included a website, a mobile medication management app, TV and print ads.