Nippon Boehringer lngelheim: Illuminate tomorrow

Boehringer Ingelheim, a German pharmaceutical company, created Illuminate Tomorrow, a Japan-based digital art project that highlighted a rare skin disease called Generalised Pustular Psoriasis (GPP), driving people to learn about the disease actively.


There are 7,000 types of rare diseases, affecting the lives of 350 million patients globally. Since each disease is not well known, the patients are solely suffering everyday, without sympathizers who mentally support them. The solution has always been the same — enlightenment of the disease. Unfortunately it doesn't work out well, because visuals of patients could be too harsh, making people look away.

When we got a brief from Boehringer Ingelheim, a pharmaceutical company who produces treatment for a rare skin disease called GPP (Generalized Pustular Psoriasis ), to create an enlightenment campaign, the challenge was crystal clear....

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