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The book that requires more and more effort to read


The challenge

Novartis asked us to help them communicate with respiratory physicians about their new drug – Ultibro. Ultibro is a revolutionary solution for the treatment of COPD (Chronic Obstructive Pulmonary Disease). The life of a patient with COPD becomes increasingly difficult. The initial symptoms of tiredness and shortness of breath evolve over time into almost total immobility. Any task, however small, requires a huge effort. We decided to remind doctors of this story through a book that becomes increasingly heavy as its pages are turned. Its pages, which start out as paper, change to cardboard, wood, metal and finally stone.

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