: : : SOBI - FACTOR THERAPY : : :
Just like Sobi
The briefing
SOBI is a Swedish biopharmaceutical company that has been developing therapies for rare diseases such as hemophilia for over 50 years.
The task: an attention-grabbing campaign that shows what SOBI stands for – medical safety with typical Swedish innovative strength.
The goal was to reach specialist target groups such as doctors and nursing staff on an emotional level without losing sight of the medical aspect.
And all this with a clear message: SOBI takes therapy further – modern, safe, human.
The idea
Our creative concept: "Just like Sobi" – a claim that sums up SOBI's identity. Inspired by the brand's Swedish origins, we staged iconic symbols from Sweden that cleverly establish a connection to hemophilia therapy.
Each visual became a key visual with a double meaning:
– crispbread with factor holes → "Crisp ideas for factor therapy"
– Viking shield with protective symbolism → "A feeling of security in therapy"
– gold medal with a sporting focus → "Team spirit is worth its weight in gold"
This resulted in three strong visual metaphors that are both culturally and thematically anchored.
The implementation
Each motif was placed on a bright yellow-orange gradient – lively, friendly, powerful.
The typography is clear, striking, and at eye level – complemented by short, smart copy lines that combine wit and expertise.
The campaign was designed to be modular – as a print and digital measure, usable at conferences, trade fairs, training courses, and in specialist media.
Thanks to its recognizable symbolism and tone, SOBI was able to clearly stand out from its competitors – as an approachable, strong brand with attitude.
The result
The response was clear: the campaign stuck. SOBI was perceived not only as a provider of therapeutics, but also as a friendly and reliable partner in everyday healthcare.
"Just like Sobi" became an attitude – and a real brand moment.
Client: SOBI
Agency: Selinka/Schmitz
Copywriter: Sussane Esen
Concept & Art Direction: Ahmed Ghandour
